2007 Hot Property
Principals: David Luner, senior VP, interactive and consumer products, FremantleMedia Licensing Worldwide; Olivier Gers, G.M., FremantleMedia Licensing Worldwide
Licensees include: Mattel, Konami, Dreyer’s, USAopoly
The story: As “American Idol” enters its seventh season on Fox, co-producer and licensor FremantleMedia boasts upward of 40 licensees and a string of off-air sponsors.
FremantleMedia’s season six off-air sponsorship roster included multimillion-dollar promotional campaigns with All Detergent, Edy’s/Dreyer’s Ice Cream, McDonald’s, Nestle, Pringles and Samsung.
This summer, off-air sponsor Oscar Mayer will kick off a national “Sing the Jingle, Be a Star” promotion searching for the next voice to croon its famous commercial tune.
This summer will also witness a landmark extension for the “Idol” brand with the launch of its first performing-arts camp for kids, Idol Camp, aimed for children ages 12 to 15.
Meanwhile, Fremantle continues to eye global merchandising expansion.
“While 2007 saw USAopoly and Konami join the ‘Idol’ roster, going forward we plan to explore more merchandising extensions in the interactive and role-play categories,” Luner says. “Of course, we’re also launching a licensing program based around the recently announced ‘Idol’ spinoff, ‘American Band,’ which will follow a similar format to ‘Idol,’ both in terms of programming and product.”
POV: “We have created a unique licensing business that allows us to extend ‘American Idol’ and all of our brands across a broad range of platforms and localize our efforts,” Gers says.