According to reports, retailers offering their products include House of Fraser, which has donated a set of storage jars from the Nigella Lawson range and a set of scales from Sebastian Conran's Equilibrium line, and London furniture retailer B&B Italia, which has offered a table for the living room.
The next series of 'Big Brother' launches this Friday May 23 and the house has already been unveiled. The new-look house, which has done away with the poor and rich side that split the house in two last series, is described by show's producers as "cocoon chic" and a cross between 1970s British sci-fi show 'Blake's 7' and an MFI showroom.
There are rules governing product placement and, in previous series, logos of food and drink have been obscured and brands are not allowed to be mentioned. However, this does not prevent stores from promoting products that are in the house and highlighting to consumers that they have appeared on 'Big Brother'.
In past series of 'Big Brother', the diary room chair -- home to the confessions of housemates including Nasty Nick and Jade Goody -- have become sought-after items after almost daily appearances on Channel 4 and E4.
The gameshow, in which contestants compete for a £70,000 prize and the chance to make a career appearing on Heat and OK! magazine covers, is to be sponsored once again by O2. Contestants' names are kept under wraps until the day the programme launches.
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