TOWIE returns
The Only Way Is Essex – the phenomenally successful ITV2 reality
show – arrived back with a bang on Sunday, January 29th
Stars such as Joey, Arg and Chloe are now household names and TOWIE catchphrases such as ‘Reem’, ‘Jel’ and ‘Shuttup’ have entered the national lexicon. The show is produced for ITV by Lime Pictures and is an original concept, with Lime owning the licence for the brand.
The huge recognition generated by the show led to a nomination in the recent National Television Awards, whilst TOWIE is also in the running for a trio of prestigious Broadcast Awards - Best Entertainment Programme, Best New Programme and Best Multichannel Programme – with the winners set to be announced on Feb 2nd.
The buzz surrounding the series has also led to considerable interest from the licensing sector and licensing representative CPLG has brought on board a range of partners, including Fashion UK for t-shirts and tops, The Beauty Works for electricals and Somerbond for nightwear, underwear and leisurewear, whilst a fragrance and cosmetics range from FB Beauty is enjoying massive sales.
“We are delighted with the performance of the TOWIE range - the fragrances were the number 1 ranking brand in a major retailer chain for 8 weeks when it launched and the makeup and beauty range was a best-seller in Argos and Superdrug,” comments Adam Minto of FB Beauty. “We have more products and innovation on the way to meet the demand from retailers and customers alike in 2012.”
Vickie O’Malley UK MD of CPLG adds: “The Only Way Is Essex is going from strength to strength and the new series will once again generate massive interest. People know and love the brand and in licensing terms it presents a very attractive prospect, so we are certain that the merchandising programme will continue to expand throughout 2012.”
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