The magic begins with Merlin debut/FremantleMedia Enterprises signed a licensing agreement with BBC
Source: License! 11.8 (Sept 2008): p.22(1).
FremantleMedia Enterprises is gearing up the licensing program for the new 10 million [pounds sterling] (U.S. $17.8 million) BBC primetime series "Merlin," for which it represents all rights, including distribution, licensing and home entertainment worldwide (excluding U.K. markets). Product launches are planned for autumn 2009 when the second season is scheduled to break.
The live-action and CGI series, produced by Shine Television and presold in the United States and Canada, follows the magical adventures of the young wizard Merlin and his friend Prince Arthur. Its storylines include many physical props--for example, swords, shields, maps and mythical characters--one of the factors that Pindy O'Brien, FME vice president of brand licensing and retail, believes makes it a licensing winner.
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"There are so many properties in the market that we have looked at. What makes the 'Merlin' series unique for licensing are the physical properties and the magical storylines, making the content rich," she says.
FME has identified the key product categories for 2009 launch as toys, including figurines and playsets, games, role-play, puzzles and publishing. Secondary phase categories include confectionery, apparel, homeware, greetings cards, calendars and posters with a likely launch in 2010.
O'Brien stresses that FME is planning for the long term, which is why it is not looking for product launches until autumn 2009 at the earliest. "We want licensees and retailers to feel confident that we are building a brand over time. We are not rushing into anything but are building slowly and carefully," she says. "We want there to be a good appetite before we launch product."
The 13xl hour series is being shown on BBC1 at 7 p.m. on Saturday evenings--the "Doctor Who" slot--with repeats on Sundays, also on BBCI. The program has been presold to NBC in the United States and to Canada's CTV, both for primetime slots. The international launch is in October at Mipcom in Cannes.
FremantleMedia Enterprises is gearing up the licensing program for the new 10 million [pounds sterling] (U.S. $17.8 million) BBC primetime series "Merlin," for which it represents all rights, including distribution, licensing and home entertainment worldwide (excluding U.K. markets). Product launches are planned for autumn 2009 when the second season is scheduled to break.
The live-action and CGI series, produced by Shine Television and presold in the United States and Canada, follows the magical adventures of the young wizard Merlin and his friend Prince Arthur. Its storylines include many physical props--for example, swords, shields, maps and mythical characters--one of the factors that Pindy O'Brien, FME vice president of brand licensing and retail, believes makes it a licensing winner.
[ILLUSTRATION OMITTED]
"There are so many properties in the market that we have looked at. What makes the 'Merlin' series unique for licensing are the physical properties and the magical storylines, making the content rich," she says.
FME has identified the key product categories for 2009 launch as toys, including figurines and playsets, games, role-play, puzzles and publishing. Secondary phase categories include confectionery, apparel, homeware, greetings cards, calendars and posters with a likely launch in 2010.
O'Brien stresses that FME is planning for the long term, which is why it is not looking for product launches until autumn 2009 at the earliest. "We want licensees and retailers to feel confident that we are building a brand over time. We are not rushing into anything but are building slowly and carefully," she says. "We want there to be a good appetite before we launch product."
The 13xl hour series is being shown on BBC1 at 7 p.m. on Saturday evenings--the "Doctor Who" slot--with repeats on Sundays, also on BBCI. The program has been presold to NBC in the United States and to Canada's CTV, both for primetime slots. The international launch is in October at Mipcom in Cannes.
