Metrostar will also showcase the BBC drama at Brand Licensing Europe, Oct. 10-12.

EUROPE–Neal Street Productions has tapped Metrostar to represent its BBC drama series “Call the Midwife” for licensing.

Metrostar will now seek a range of partners for the brand in categories spanning gifts, stationery, partworks, homewares, calendars and cards.

Previous “Call the Midwife” brand extensions, which were managed directly by Neal Street Productions, include a gift beauty range for Marks & Spencer as well as books based on the series.

“In addition to excellent viewing figures, ‘Call the Midwife’s’ social media following in the U.K., the U.S. and Australia is very strong, especially amongst women,” says Claire Potter, managing director, Metrostar. “We know from our work with ‘Downton’ and ‘Bake Off’ that when this consumer group is engaged, we can generate excellent sales and we’re very much looking forward to working with licensees and retailers to bring products to market.”

“Call the Midwife” is an award-winning BBC drama that attracts more than 10 million viewers per episode on BBC One. The series, which was run for six years, has also been re-commissioned by the BBC for three additional seasons.

“We’re delighted to be working with Metrostar. It is rare for a TV series to be commissioned for the next three years and we’re so pleased that ‘Call the Midwife’ licensing partners will be able to benefit from that,” says Pippa Harris, head of film and TV, Neal Street Productions. “I’m very much looking forward to seeing their ideas.”

Metrostar will also showcase “Call the Midwife” at Brand Licensing Europe, Oct. 10-12, at Stand Q10.