Laser plans licensing deals for Ice Warriors

Laser is planning a series of toy licensing and merchandising deals around its Saturday early peaktime show, Ice Warriors.

The fantasy tournament on ice, in which “super hero” athletes compete in a series of contests, strongly appeals to children’s fondness for action adventure. Laser is investigating deals with toy manufacturers for a series of dolls representing the main characters, once the show is established with a second series.

Negotiations are also underway to sell the programme into overseas markets.

PepsiCo has already agreed to sponsor the programme with its 7-Up brand, and on-pack promotions based around the soft drink are expected to follow.

The show, which is presented by Dani Behr, features Gladiator-style characters with names such as Morka the Fireblade, Rax the Destroyer and Krystor the Enchantress.

It is made by London Weekend Television and the production company 20/10 Media Group on a specially-created set at Manchester’s Nynex Arena.

Gary Knight, executive commercial director of Laser, says: “We are now treating programmes as ‘brands’ in the true sense of the word and our planning process would be very similar to any manufacturer’s branded goods.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here