The move is part of ITV’s aim to maximise the off-air earning potential of its properties and runs alongside a number of simialar initiatives around popular shows like .
ITV Global International Merchandise and Licensing director Aysha Kidwai said the broadcaster owned the design rights to the dresses used in the programme and was designing mass market versions of them.
Kidwai added ITV was in discussions with retailers about distribution, however it is unlikely to launch until early 2010.
Additionally ITV is also launching an experiential version of Dancing on Ice to travel to provincial towns.
Dancing on Ice is one of ITV’s most popular shows. Earlier this month it was announced the programme picked up nearly a million viewers in its second week growing to 9.2m, taking a 34.2% share of the viewing.
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