ITV Launches Licensing Program for "Dancing on Ice"

ITV Global Entertainment has launched a merchandise and licensing program for entertainment hit, "Dancing on Ice," which is produced by ITV Studios.

"'Dancing on Ice' consistently scores No. 1 across all demographics in its prime-time TV slot, including 33 percent of all people aged 16-34," says Aysha Kidwai, international merchandise and licensing director. "The show is a superb proposition for consumer product opportunities and over the next year I am looking to launch a strategic product campaign tailored to girls and women in the U.K. market."

Starring the legendary Olympic skating duo Jayne Torvill and Christopher Dean, the celebrity ice dance competition's fourth season is currently airing.

In November last year, ITV Global Entertainment signed a deal with games publisher Ghostlight for a Dancing on Ice game on Nintendo DS and Nintendo Wii.

"Our ambition is to grow the business into an evergreen classic," says Mara Gardner, director of product and brand development, ITV Global Entertainment. "'Dancing on Ice' has played an important role in delivering a surge in skating in the U.K. and we want to engage both recreational and serious skaters with its style and flair. In addition, we will be bringing all the glamour, enchantment and thrills of this spectacular event to its many fans through an aspirational brand for women and girls."