The series is the brainchild of producer Mark Burnett, who originally launched the first iteration of the series more than 20 years. It follows teams of adventurers as they compete on a 300-mile endurance trek on foot, kayak, horse, mountain bike and other means. Hosted by Bear Grylls, the reboot of the series will launch in 2020.

Speaking about the rebooted series, Robert Marick, executive vice president, global consumer products, MGM, sees the renewed version of the show as a perfect fit for the modern consumer zeitgeist.

“The audience for this is extremely broad,” says Marick. “It’s men and women, its young adults as well as outdoor enthusiasts of all ages. We are living in this experience economy now where consumers, especially younger Millennials, want to focus on experiences. So, a lot of these outdoor shows, such as ‘Eco-Challenge’ and the others that [Burnett] has are about endurance but are also inspirational and aspirational.”

Marick and MGM envision “Eco-Challenge’s” merchandising program as a great fit for the experiential economy. The program has the ability to fit within various verticals including apparel and accessories, outdoor sports equipment, outdoor entertainment and experiential entertainment.

“This is a great opportunity for experiential activities whether that’s adventure parks or tours, destination vacations,” adds Marick.