X factor signs up high street partners to promote merchandise

Fremantle Media Licensing Worldwide (FLW) has signed up a series of retailers as it ramps up support for TV talent show, The X Factor.

Fremantle Media Licensing Worldwide (FLW) has signed up a series of retailers as it ramps up support for TV talent show, The X Factor.

It is the company’s first set of retail partnerships and a key part of its strategic growth plans.

It has secured deals with Comet, Superdrug and Argos to promote branded merchandise and product in-store.

Dominic Burns, FLW vice president of licensing, says direct-to-retail promotions will be “essential” in future programme brand deals. “Often the retailers make or break a brand and it is very important that we continue to build partnerships with these guys,” he says.

The promotion with Comet will run nationwide in more than 250 stores until Christmas and feature a range of The X Factor-branded karaoke machines in promotional bays. It will be marketed through the distribution of 10m flyers in-store and in national newspapers.

Superdrug will be promoting branded software products and it, Comet and Argos will offer fans the change to win tickets to the live tour.

FLW is the licensing division of Fremantle Media, the production business of RTL Group. Its brands include Rainbow, The Apprentice and Dangermouse.

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