Premium cable network extends European offering with made-to-order products.

HBO has partnered with Push Merchandising for the manufacturing of on-demand merchandise for the European market.

Under the terms of the deal, Push’s application programming interface will be integrated with the HBO’s online European store.

By using the Push API, HBO will be able to extend its offering of products, designs, colors and sizes since products will only be manufactured when they’re ordered before being shipped to consumers.

Additionally, new designs will be able to launch in the store faster, keeping the shop’s content updated for HBO series such as “Game of Thrones,” “Girls,” “Silicon Valley” and more.

“Brand owners and e-commerce providers are realizing that they can add real value to their offering by adding an extended product mix that they wouldn’t normally offer due to stock risk,” says Ian Shurmer, director, Push Licensing. “The Push API allows straightforward integration into our manufacturing system, thus extending the amount of products they can sell and creating a brand new revenue stream that previously didn’t exist.”

A variety of products from Push are now available at HBOShopEU.com.