Firefly to Rep Endemol Shine North America TV Brands


Firefly Brand Management has become the licensing agent for Endemol Shine North America’s entertainment properties Fear Factor, Wipe Out and Deal or No Deal.

Firefly will be presenting those brands at Licensing Expo, taking place in Las Vegas from May 23 to 25. The company is currently looking for licensing partners in such categories as toys, games, publishing, food and apparel. This news comes on the heels of MTV announcing the new Ludacris-hosted revival of Fear Factor, which is due to debut on May 30 at 10 p.m.

“We couldn’t be more excited to work with these high-profile legacy brands,” said Cynthia Modders, the president and CEO of Firefly Brand Management. “Deal or No Deal and Wipeout have powerful brand recognition and with Fear Factor coming back on air, we are confident in the merchandising opportunities!”

“Endemol Shine has a robust library of iconic brands that lends itself to a host of exciting licensing opportunities,” added Tamaya Petteway, the senior VP of brand and licensing partnerships at Endemol Shine North America. “Firefly is the ideal partner to develop creative licensing programs across key categories for these marquee television properties.”