Licensees continue to line up for the U.K. reality show, “The Only Way Is Essex” (TOWIE).
After announcing new partners in mobile accessories and homewares last week, CPLG (licensing agent for the property) continues to add to the brand’s roster with new deals: Elegantly Waisted has signed on to create t-shirts and sweatshirts; Senoble will produce cupcakes and celebration cakes; and Football Mania has signed on for a gifting line that will include stationery, plush, keyrings and car accessories.
“These new deals illustrate the potential that exists for this phenomenal property across a wide range of categories,” says Stephen Mills, category manager gifts and paper products, CPLG. “As a brand it is fun, innovative and aspirational, and there is a huge fan base out there eager to buy into all that TOWIE represents. “The show, which is produced for ITV by Lime Pictures, just finished its fifth season and has been commissioned for an additional two seasons. Lime owns the license for the brand.
The new partners join licensees FB Beauty (fragrance and cosmetics), The Beauty Works (electrical goods such as hairdryers and manicure sets), Somerbond (nightwear, underwear and leisurewear) and Fashion U.K. for (t-shirts and tops). To read more about CPLG’s recent signings for TOWIE mobile accessories and homewares, click here.