Lime Pictures, producers of the multi award-winning reality drama series, The Only Way is Essex, has appointed Metrostar to manage its licensing campaign ahead of the show’s 10th birthday in 2020.
The Only Way is Essex or TOWIE as it has become affectionately known, is the stand-out smash hit ITV series that changed the face of television when it launched in 2010. TOWIE immediately engaged audiences across multiple platforms, became the most talked about TV show and cast across social media, tabloid news and won the BAFTA audience award for the nation’s favourite programme.
Filled with drama, relationship break-ups and make-ups, outrageous humour as well as family, friendship and warmth, TOWIE created a new genre of entertainment and was an overnight success. The show launched the careers of some of the UK’s most popular celebrities including; Mark Wright, Amy Childs, Joey Essex, Gemma Collins, Sam and Billie Faiers, Chloe Sims, ‘Pete the Pirate’ Wicks, Georgia Kousoulou and Tommy Mallet, owner of Mallet footwear. Many TOWIE alumni have achieved strong commercial success building their own house hold brands off the back of the show’s profile.
To celebrate the success of the TOWIE power house both on and offscreen, Lime Pictures are seeking to license the TOWIE brand to create consumer products that reflect the allure and aspiration of the UK’s most glamourous reality cast. The property is seeking brand partners and retail activations in fashion, lingerie, nightwear, swimwear, beauty, body, publishing and homeware.
Sinead Dean, Lime Pictures Senior Brand Development Manager comments; “TOWIE is often cited as a cultural phenomenon, so we wanted to take this opportunity to reflect on it’s success and celebrate TOWIE turning ten years young! TOWIE’s influence across the fashion, beauty and lifestyle sectors continues to evolve, particularly amongst our ambitious and striking young cast. The show itself still attracts over a million viewers per episode, it continues to entertain and reflects a lifestyle many aspire to, yet also feels achievable. We’re looking forward to celebrating in true Essex style!”
Claire Potter, Metrostar’s Managing Director comments: “The Only Way is Essex is a huge entertainment and lifestyle brand. Its millions of fans follow the show and its stars religiously and this passionate engagement together with the high-profile 10th Birthday celebrations represent a huge opportunity for licensing and we are thrilled to be taking them forward.”
For further information please contact the Lime Pictures Press Office:
Rachel Hardy, Head of Press and Digital
For further information on licensing and commercial please contact Metrostar:
Notes to Editors:
About The Only Way is Essex:
The Only Way is Essex is the stand-out, smash hit, ITV entertainment series that follows the lives of a glamorous group of cast as they go about their totally Essex lives.
TOWIE, as it has become so affectionately known, is a BAFTA winning reality series that is filmed like a drama and shot and edited within a week of transmission. Unique and innovative, the show has changed the face of television, launching a completely new genre of entertainment known as ‘dramality’ or ‘real drama’.
Filled with make-ups and break ups, humour and warmth, TOWIE is addictive viewing and engages the audience across multiple platforms and has achieved some of the strongest social media statistics in television.
Lime Pictures are currently in pre-production for TOWIE’s 25th series expected to launch on ITVBe later this summer. Starring Chloe Sims, Pete Wicks, Georgia Kousoulou, Dan Edgar, Diags and Bobby Norris to name a few, TOWIE is on ITVBe Sundays at 9pm.
About Lime Pictures:
Lime Pictures is a multi-award-winning independent production company with more than 30 years’ experience in producing content for global audiences. From network programming to streaming and digital content, allied social media and ground breaking commercial partnerships, Lime is at the forefront of some of today's most popular entertainment. Lime’s programming includes the double Emmy award-winning drama “Free Rein” for Netflix worldwide, MTV’s highest rated series outside of North America “Geordie Shore”, the multi award-winning “Hollyoaks” for C4 in the UK (now in its 24th year) and the BAFTA award-winning reality series “The Only Way Is Essex” for ITV as well as Celebs Go Dating for E4, MTV’s True Love or True Lies and the forthcoming Gemma Collins: Diva Forever following the success of Gemma Collins: Diva Espana last summer. Previous credits include the Emmy award-winning “Singles Project” and “Relative Success with Tabatha Coffey” for Bravo, Disney’s “Evermoor” and Nickelodeon’s “House of Anubis”.