As part of the celebrations to mark the programme's 50th anniversary, the licensing arm of ITV, ITV Studios Global Entertainment, has signed six promotional partners who will be entitled to incorporate Corrie branding in their products, advertising and event marketing.
The four previously announced partners are bakers Warburtons, soap and toiletries brand Imperial Leather, tea company Typhoo, and furniture store and 'Coronation Street' broadcast sponsor, Harveys.
David Rowlands, marketing manager of Holland's Pies, said his company and 'Coronation Street' were made for each other as "both are steeped in tradition, North West to the core, and loved by millions".
The brands have paid for the ability to use 'Coronation Street' 50th Anniversary promotional artwork and branding for usage on product, retail, outdoor, multiplatform and event marketing.
JW Lees has already partnered with the show, launching a 'Coronation Street' draught cask ale in April 2009. Emma Cartlidge, marketing manager at JW Lees said: "People love the show, and they love the Corrie beer just as much, and with the 50th anniversary this year, we're confident the number of people enjoying it will grow".
In other activity to support the anniversary, ITV Studios Global Entertainment launched a feature-length DVD, "Coronation Street Romanian Holiday", and 15 consumer-product deals, including themed Nintendo Wii and DS games, a limited edition Monopoly board game and M&S products.
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