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.”