Deals already secured across categories including apparel, accessories, cards, tech and standees.
Former WWE and McLaren executive, Warwick Brenner is back in the licensing business with his own venture and has secured Channel 4 comedy smash, Friday Night Dinner as its first representation.
Warwick – who has previously held key roles at WWE as vp consumer products and retail, and McLaren Racing as head of global licensing and retail, as well as director of licensing at retail at [what was then known as] The Licensing Company – has launched Direct to Retail, a new brand extension agency which he says will ‘develop and create a brand’s true retail potential’.
The company is on board as the lead brand licensing and retail agency representing award winning British TV comedy, Friday Night Dinner, which is returning to Channel 4 for its sixth series later this month.
Once again, brothers Adam (Simon Bird) and Jonny (Tom Rosenthal) return to mum and dad’s house (Tamsin Greig and Paul Ritter) for a Friday night dinner of soup, chicken and crimble crumble, along with a massive side order of wind-ups and bickering.
Direct to Retail has already secured merchandise deals across several categories including apparel, accessories, cards, tech and standees, with Warwick promising more to come.
A full, fresh and on-trend 2020/21 style guide has just been completed including logos, typefaces, classic FND phrases and several on brand creative directions all ready for use.
Opportunities are open for partnerships across the likes of bags, bedding, candles, confectionery, collectables, food, gifting, games, headwear, health and beauty, loyalty and promotions, pet accessories and stationery to name just a few.
“We are incredibly honoured and privileged to have been chosen as the lead brand licensing and retail agency representing this multi award winning British TV comedy,” commented Warwick. “Coupled with an ever-growing appetite across retail, this really funny comedy on British TV is picking up merchandise demands across retail, with an array of licensing opportunities open for partnerships.”
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