Fan repsonse to show's set designs inspires licensing pact
CBS has inked its first licensing deal for “The Good Wife,” in the form of a new line of home decor overseen by set decorator Beth Kushnick that Mitchell Gold + Bob Williams and Interlude Home will produce in the fall.
The products, to include furniture, lighting and accessories, will be shown off this weekend at the High Point Market furniture trade show in North Carolina.
CBS will introduce the products during episodes of “The Good Wife’s” upcoming fourth season before selling them through stores and websites operated by Mitchell Gold + Bob Williams and Interlude Home.
The concept came together at CBS Consumer Products after the show’s office and home set designs of characters started generating rave reviews from critics and viewers. Because of the attention, Kushnick launched “The Good Look” blog at CBS.com and tweeted answers to questions about her work and the series’ aesthetic, which attracted the deals with the furniture brands.
On the blog, Kushnick answers viewers’ questions of why certain items, from art to chairs, were chosen and where they can purchase them. The show already had a relationship with Mitchell Gold + Bob Williams, with Kushnick pointing out a leather Buster chair available from the company’s website on a March 12 post, for example.
“This opportunity sprouted from fan feedback to Beth’s inspiring decor,” said Liz Kalodner, executive VP and general manager of CBS Consumer Products.
“Good Wife’s” ardent fans “are interested in literally every piece on the set — from the accessories on a character’s desk to a piece of art on the wall to a floor lamp they see in the background of a room,” Kushnick said. “I’m constantly asked questions such as ‘I want my office to look exactly like Eli Gold’s, where can I get that furniture?’ I am so excited to be involved in such a carefully thought-out and strategic launch.”
Mitchell Gold, co-founder and chairman of the 23-year-old home furnishings firm Mitchell Gold + Bob Williams, called the joint venture “unlike anything we’ve ever done before.” He praised “Beth’s style sense and her ability to create very realistic and beautiful interiors which we think are very much in sync with the looks resonating with consumers today.”
Launching a product line on its shows isn’t new for CBS.
Last year, the network brought fictional makeup company Jabot Cosmetics to life on “The Young and the Restless” through a deal with Fusion Brands and Sony Pictures Television. CBS chose to produce the products after Jabot had an integral role in the soap’s storylines.
CBS also bowed a “90210”-branded fashion line at Bebe stores, introducing new items on the CW show.
“We used our merchandising and retail experience to make (‘The Good Wife’) line a reality,” Kalodner said. “The collaboration between Beth and the manufacturers has been seamless resulting in fashionable and sophisticated interiors throughout the set of ‘The Good Wife.’ We just can’t wait for fans to see the collection.”