FX TV series "It's Always Sunny in Philadelphia" is launching a licensing program with the help of Brandgenuity as agent.

Brandgenuity is developing a program for the series, which will include licensed product in apparel and accessories, barware, novelties, interactive, social expression, collectibles, seasonal products, home décor, games and travel.

"It's rare to find a brand that excites fans the way that 'It's Always Sunny' does," says Adina Avery-Grossman, partner at Brandgenuity. "It's not just a show. It's a phenomenon. Ask any 18- to 30-year-old guy and you'll get the full treatment."

The sixth season of "It's Always Sunny in Philadelphia" premieres this fall.