Ljs: The Only Way is Essex producer plans branded clothing range

Friday, June 24, 2011

The Only Way is Essex producer plans branded clothing range

Lime Pictures in talks with retailers to create range inspired by cast's passion for designer labels, platform heels and vajazzle

Forget the white stilettos. Essex girls are now national style icons, thanks to ITV2's The Only Way is Essex, and its producer Lime Pictures is planning to cash in with a branded clothing range.

Lime is in talks with retailers and manufacturers including New Look and Matalan to create a clothing range inspired by the TOWIE cast's passion for "well reem" designer labels, platform heels and a sprinkling of vajazzle.

After being inundated by requests from viewers wanting to know where Sam Faiers, Amy Childs and their co-stars source their plunging necklines and micro hemlines, Lime is joining the growing ranks of independent producers looking for merchandising opportunities to supplement its income from broadcasters.

A trademark has been registered with the Intellectual Property Office for TOWIE-branded clothing, footwear, headgear and nightwear. Lime has asked licensing agency CPLG, which handles merchandising for the Heroes and Glee TV shows, to lead talks with retailers.

A spokeswoman confirmed Lime was in discussions with clothing groups. The producer will need to move quickly. TOWIE star Lucy Mecklenburgh already has her own range and Big Brother star Chantelle Houghton recently opened a boutique in Essex's Buckhurst Hill.

Any licensing deal would most likely be a revenue share between Lime and the clothing company, with an initial payment and ongoing fees.

Vickie O'Malley, CPLG's managing director, UK entertainment, said several partners were already on board. Somerbond are creating fantastic nightwear, underwear and loungewear ranges, while Fashion UK is making T-shirts and fashion top ranges.

CPLG is also lining up cosmetics, fragrances, bath, bronzing and accessories from FB Beauty and hair straighteners, dryers, manicure sets, tongs and even a couple of male grooming lines from The Beauty Works. For the Christmas market, there will be TOWIE calenders and greetings cards from Danilo.

Sean Marley, Lime Pictures' managing director, said: "After two series of TOWIE the public reaction has been so strong that the market demand for this brand has allowed us to explore these opportunities. It is very important to us that licensees understand the brand values and that these products properly represent what TOWIE stands for."

O'Malley added: "I rather pursued Sean in my eagerness to represent TOWIE, as a fan of the show and an agent the possibilities for licensing out were clear.

"The warmth and humour of the show, hugely likeable cast and fabulous lifestyle content make TOWIE a very strong licensing proposition. Very often reality TV doesn't translate to licensing because the audience doesn't feel the affection and warmth that's so evident with The Only Way is Essex."

"We're in negotiation with other potential partners including high street fashion retailers for further ranges. The reaction we've had has been so enthusiastic and passionate, from both licensees and retailers."

Liverpool-based Lime, which also makes TOWIE's northeast equivalent Geordie Shore for MTV and teen soap Hollyoaks, already works closely with Matalan. The budget clothing retailer sponsors the spinoff Hollyoaks Music Show on Channel 4, and Lime produces style guides for Matalan's website.

TOWIE, which set records for ITV2 with more than 1 million viewers per episode and won a Bafta audience award earlier this year, is slated to return for a third series this September.

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