X Factor extends branded products to kids

Hit TV show The X Factor is launching a raft of branded consumer products including toiletries and cosmetics, clothing, food and drink, and toys aimed at children.

FremantleMedia Licensing Worldwide (FLW) is touting the product extensions in anticipation of the third series of the Saturday night entertainment show, which will air later this year.

It says it wants to extend the brand’s reach to children aged seven to 15 with products that are credible, urban, attainable and fashionable. Series two of the Simon Cowell vehicle, won by Mancunian Shayne Ward, was seen by 76% of children aged four to 15, and appealed equally to girls and boys, says an FLW spokeswoman.

FLW says key licensing areas include the health and beauty sector, particularly toiletries and cosmetics, as well as categories such as music hardware and software, fashion apparel, lifestyle, food and drink, toy and game and promotions.

Merchandise currently available includes CDs and DVDs, t-shirts, key rings, mobile phone holders, an interactive video game called “The X Factor Sing” and “The X Factor Video Boom Box”.

The show was created by Syco, the joint venture production company of pop impresario Simon Cowell and Sony BMG. It is co-produced in the UK with FremantleMedia’s TalkbackThames.

FLW is also looking at extending its Grand Designs TV show brand into high-end interiors such as wallpaper and paints and interior design computer software.

A Grand Designs magazine was launched in March 2004, and last year Kevin McCloud, host of the Channel 4 homes show, collaborated with former Silentnight Furniture managing director Mary Czulowski to launch a homeware range called Place (MW July 28, 2005).

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