Fremantle Expands 'Baywatch' Portfolio (Exclusive)



Classic TV series secures new worldwide partners for apparel, costumes, casino games and more.

FremantleMedia has revealed a new, robust merchandising program based on the classic television series “Baywatch.”

The new program will kick off this spring with a new line of branded men’s and women’s apparel and accessories at Forever 21. The collection includes “Baywatch”-themed t-shirts, tank tops, fleece, novelty tops, lounge pants, shorts, sweaters, hats, outerwear/jackets, socks, fanny packs, beach towels and swimsuits. In addition to Forever 21, other retails including Kohl’s, Old  Navy, Macy’s, Spencer Gifts, J.C. Penney and Target, among others, will also carry “Baywatch” apparel.

Tipsy Elves will also launch a line of apparel for the brand this spring. The new line will include men’s and women’s t-shirts, tank tops and hats, all of which will be sold exclusively at TipsyElves.com and Amazon.com.

Meanwhile, this fall, Spirit Halloween will launch men’s and women’s replica lifeguard costumes as well as props such as a branded fanny pack and an inflatable rescue float.

On the international front, FremantleMedia has partnered with Jay Jays in Australia to debut a collection of graphic tees at Mitch Dowd. The company also teamed up with Caprice for outerwear at Big W and Smiffy’s for costumes.

In the U.K., Smiffy’s, Trademark, Roy Lowe & Sons, BC International, Somerbond, Euro Prosem and U.K. Printwear have all signed on to produce a variety of dress up, t-shirts, socks, underwear, swimwear, hoodies and shorts. The “Baywatch” apparel lines will be available at U.K. retailers such as George at ASDA, Primark, Penneys, Zara, Mango and HMV.

Finally, Ludia recently launched its Buzzr Casino casual game, which included a “Baywatch”-themed slots machine and Guard Duty mini game. IGT also launched a 3D video slot machine that transports players to some of the most iconic “Baywatch” scenes in a 3D gaming environment.

“There’s no brand that encompasses the Southern California lifestyle like ‘Baywatch,’” says Andrea Brent, senior vice president, licensing and franchise management, FMNA. “The product options are endless with this classic brand that has had such a huge impact on pop culture throughout the years.”