New Merchandise Set for Britannia High

LONDON, December 9: ITV Global Entertainment has signed up eight new merchandise
and licensing partners for the teen-skewing musical drama Britannia High.

The Britannia High consumer products
collection features lifestyle and dress-up fashion inspired by the shows six
on-screen characters. Product and licensee partners include fashion dress-up
and union-flag dresses from Christy's Group, fashion t-shirts and sweatshirts
with Global Licensing and teen and ladies nightwear, underwear and swimwear for
ages 9 and up from SilverKnit. Other partners cover fashion t-shirts with
Fashion UK; nightwear, t-shirts and underwear for tween girls with Powerplay
Textiles; and lifestyle footwear, shoe accessories and multiples with JBI
Footwear/Sutton Group. Greeting cards and calendars are available through
Danilo Promotions and collectable photo-cards are from Panini.

Aysha Kidwai,
the director of merchandising and licensing worldwide for ITV Global
Entertainment, said: "Britannia High
is the number one rating series in its prime-time slot amongst all young
people. We've worked closely with the licensee's to deliver high-quality
product within a two-month turnaround. We're confident that the combination of
the shows unrivalled positioning, fan base and beautifully fashioned quality
products will be extremely popular with both the shows fans and the
retailers."

—By
Kristin Brzoznowski