Twentieth Century Fox Consumer Products Launch Highly Anticipated Merchandising Line For Hit TV Series Glee

Twentieth Century Fox Television’s GLEE has taken the world by storm as the hottest new show on TV with high ratings, critical acclaim, and a loyal fan base of “Gleeks”. In preparation for its second highly anticipated season, Twentieth Century Fox Consumer Products UK has announced the first partnerships on its strategic GLEE licensing programme. “With such a strong and devoted following already, it’s paramount that GLEE product embodies the key attributes of the show – music, dance, self expression and comedy,” commented Carl Lumbard, SVP and MD of Fox Consumer Products Europe. “With this in mind, we have collaborated with show creator Ryan Murphy on a creative approach to products, the first of which will be delivered into retail across the UK and Eire for the autumn.”

As the foundation of the merchandising programme, the apparel category will lead GLEE’s product roll out using bold, stylized designs to embody the fun, uplifting and quirky aspects of the show. The GLEE apparel launch is scheduled for September 2010 to coincide with music and DVD releases from the hit series. The GLEE merchandising programme will expand into additional categories including video games, accessories, health and beauty, books and gifts. Home décor, food and GLEE promotions will be introduced through 2011 and beyond.

Leading UK apparel company Smith & Brooks will launch an initial range of casualwear aimed at girls 12+. To complement the casualwear programme, BCI International will be launching a nightwear and loungewear collection, alongside sock partner, Roy Lowes. A wider range of apparel lines will continue to roll out throughout 2011.

Fox Consumer Products has partnered with Konami Digital Entertainment to bring one of the most anticipated games to Nintendo Wii this Autumn–Karaoke Revolution Glee. In Karaoke Revolution Glee, gamers can sing alongside their favorite GLEE characters, performing some of the most memorable scenes from Season One.

For social expressions, UK poster company GB Eye are developing a GLEE inspired range of postcards, posters, badges and tattoo lines, while Danilo has been granted the rights for calendars and diaries. A collection of college stationery and bags from Pyramid International will be ready for retail in the Autumn, whilst UK Greetings Ltd will be developing a range of innovative greetings cards, gift wrap and gift bags. Other key UK deals include a series of Glee novels and an official GLEE annual from Headline Publishing Group.

A lifestyle “Gleekover” wouldn’t be complete without accessories for mobiles and PCs from PMD Ltd as well as a comprehensive range of gift lines from BB Designs including mugs, cushions, lamps and photo-frames. Capturing the essence of GLEE and self expression, health and beauty partner FB Beauty Ltd has developed a wide range of cosmetics, toiletries and beauty accessories.

In addition, Character World has signed a deal for GLEE bedding to launch this Autumn, with other products to follow in Spring/Summer 2011. On the confectionery front, there will be GLEE inspired product lines from Bon Bon Buddies.

Since the Season launch on 11th January 2010, the first 17 episodes of Glee on E4 average 1.7million Total Viewers. Episode 14 (“Hell-O” on 19th April 2010) delivered 2.0 million Total Viewers on E4 and E4+1 combined – ranking as the highest rated telecast on E4 for the last seven years.* GLEE returned to E4 and Channel 4 with the final nine episodes of Season 1 on April 19th 2010. Regular repeats of the show aired Thursday nights at 23:00 on E4 and Saturday mornings at 10:00 on Channel 4. The regular Channel 4 Saturday repeat (10:00) received a time period upgrade and aired in the Friday night primetime slot (20:00).

In the U.S., a third season pick up has just been confirmed and Season 2 will begin to air Autumn 2010.

GLEE has become a bona fide cultural phenomenon. The series is also the most award-winning show on television – honored with a Peabody Award; a Golden Globe for Best Television Series, Comedy or Musical; and a Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Comedy Series. The music has become an international sensation with the soundtracks topping the charts all over the world – from Australia and the U.K. to New Zealand, Ireland and Canada. In the U.S., over 7 million songs have already been downloaded and two albums have been certified gold. Just recently, the cast stormed up the UK album charts, knocking Alicia Keys from number one, and beating Lady Gaga's sudden leap up the charts after her performance at the Brit Awards.

*Source: Nielsen, 9/7/2009 – 5/18/2010, Live + 7-Day Ratings. Time Period Rank = Tuesday 9:00-10:00PM.