Re-booted British TV program will add licensees across toys, apparel, publishing, live events and more.

Passion Distribution has tapped brand extension agency Licensing Link to develop a consumer products program for the U.K. television series “Robot Wars.”

The first phase of the “Robot Wars” licensing program will be the appointment of a master toy licensee that will develop themed play sets, including an arena, vehicles and figures. Other key categories for the campaign include publishing, apparel and a series of live events, which will build on the initiatives that supported the series’ re-launch in 2016.

“The new ‘Robot Wars’ is an unqualified success, combining a bigger and better format with the action and thrills that have always made ‘Robot Wars’ so exciting to watch,” says Chris Taday, director, Licensing Link. “The cross-generational appeal of the show means we are well-placed to develop a portfolio of partners that will tap into the heritage of the iconic brand as well as engage a new wave of youngsters.”

“Robot Wars” first launched in 1998 and aired until 2004. In July 2016, the series re-launched on BBC2 with a revamped format, a panel of robotics expert judges and new presenters. The series has also expanded its reach to Germany, New Zealand, CEE, CIS and Africa.