FremantleMedia Licensing Worldwide, the licensing division of the TV company FremantleMedia, has secured a raft of agreements with brands including; Consuma cleaning products, manufacturers of kitchen roll and wet wipes; Susan Prescott Games, makers of board games and jigsaw puzzles; and CKS, which makes novelty gloves.
'How Clean is Your House?', currently in its second run, has been a major ratings success for Channel 4 and FremantleMedia, regularly securing more than 4.5m viewers since its launch last May.
The series features "dirtbusters" Kim Woodburn and Aggie Mackenzie who are sent to messy houses across the UK in order to shift the dirt and grime. The show has even generated a spin-off series 'Too Posh to Wash', which focuses on posh people who need a few tips on personal hygiene.
The licensed products are designed to appeal to the same 16- to 34-year-old ABC1 market that the TV programme appeals to.
The products will be available from spring 2005 through major multiples and independent retail outlets.
FremantleMedia plans to bring other 'How Clean is Your House?' products on to the market. So far, the company is talking to housewares, apparel and compilation music CD businesses.
Dom Wheeler, vice-president of licensing UK, FremantleMedia Licensing Worldwide, said: "'How Clean is Your House?' has been a phenomenal hit around the world and we are delighted to be working with Consuma, Susan Prescott Games, Slow Dazzle and CKS to deliver unique and creative products for fans to enjoy.
"We look forward to bringing even more fashionable, innovative products to the marketplace very soon to make cleaning easy, simple and more enjoyable."
In association with publisher Penguin, FremantleMedia has already released a hardback book on the series that has sold more than half-a-million copies in the UK.
Unilever's Cif cleaning brand has also announced it is to continue its broadcast sponsorship of the brand throughout 2005.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)