Indiantelevision.com Team

(4 February 2009 8:30 pm)

MUMBAI: Shake your sequins and polish your dancing shoes! UK pubcaster the BBC's commercial arm BBC Worldwide has announced five new licensing deals for the show Strictly Come Dancing.

The first phase of merchandised products will launch later this year.

The deals see BBC Worldwide extend the success and popularity of the entertainment show to licensed ranges of clothing and stationery. A priority brand for the BBC’s commercial arm, licensed merchandise for Strictly Come Dancing will target a broad consumer base and launch to time with the seventh series of the show on BBC One.

BBC Worldwide MD children's and licensing Neil Ross Russell says, "The recent restructure of our division, to include more emphasis on adult licensing, is driven by the opportunity that brands such as Strictly present. These new deals for Strictly Come Dancing are aimed at meeting the fan demands in order that we can deliver more revenue back to the BBC. The product lines are a really good reflection of the glitz and glamour that Strictly has come to represent and we look forward to (dancing to!) success when product launches later this year."

The 'Master Gift licence' for Strictly Come Dancing has been awarded to Zeon. It will develop a range of stylish back packs, shoulder bags and vanity cases inspired by the glamour of the show. The range of product planned also includes jewellery, purses and cosmetic bags, glitter balls and an iPod cover and earphones – all in shops in time for the Christmas gifting season this year.

In addition to the range of gifts, BBC Worldwide has awarded clothing licences to Aykroyds and TDP Licensing to produce children's and adult nightwear for the show. Children's outerwear, including dance daywear, will be created by Cohen and Wilks.

Blueprint is also on board and set to bring out a range of Strictly Come Dancing-themed stationery products. Danilo will provide calendars and diaries.

These new licences will add to the show's publishing programme of over 130,000 books sold from BBC Books, U Music's Top 5 CD and best-selling workout DVDs from 2 entertain.

Strictly Come Dancing audience peaked at 13 million people for the series finale on BBC One in 2008. BBC Worldwide has licensed the format of the programme, known Internationally as Dancing with the Stars, to 30 countries across six continents. In India Sony Entertainment TV airs the Indian format of the show called Jhalak Dikhla Jaa.