Home and Away ready to build on UK presence

Licensing Link to represent brand in the UK following deal with Seven Network Australia.

The Seven Network Australia has appointed Licensing Link as its licensing agent in the UK and Eire to represent the Home and Away brand.

Licensing Link will focus on developing lifestyle products including clothing, giftware, stationery and beach products.

In addition, the company will also look at promotional partners that will embrace the opportunity to link with the laid-back and aspirational Australian lifestyle.

The agreement comes as Home and Away is building up to its 30th anniversary in the territory, and will meet demand from a loyal fan base which has been requesting merchandise and related products.

For the first time, a style guide has been developed encapsulating the Aussie beach lifestyle of Summer Bay to support the licensing programme.

Kate Green, Seven licensing manager, commented: “Home and Away has a loyal TV audience in Great Britain and Ireland – fans have grown up escaping to the iconic beach Summer Bay and new generations since are attracted to the Aussie beach lifestyle.

“We are excited to partner with Licensing Link to bring to life the Home and Away brand beyond the screen for the first time with a fantastic new style guide. It’s Summer Everyday in Summer Bay and that summer feeling is exactly what we will be bringing to the UK market.”

Chris Taday and Ian Wickham of Licensing Link, added: “Home and Away is an iconic TV programme in the UK and we are delighted that Network Seven has appointed us to handle the licensing programme. We look forward to working with them over the next few years.”

Home and Away currently airs twice daily on Channel 5 in the UK and on RTE in Ireland. It has been on UK and Irish screens since 1988, building a loyal fan base and following.

It is produced by Seven Productions, the studio arm of Seven Network Australia and is now in its 28th year. Home and Away has a sales reach of over 100 territories also launching on Hulu in the US this year through TV distribution partner, Shine Endemol International.