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ITV Studios Global Entertainment (ITVS GE) has announced a major new addition to its highly successful portfolio of third party M&L representations in the UK: disco music, style and creative icons the Village People.
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ITVS GE has been appointed by PGS Entertainment to represent Village People in the UK, and with first retail launches planned for Q4 2014, ITVS GE has already received strong interest from licensees. Key category targets include apparel, gifting, homewares, stationery, back to school, video games, figurines, accessories, electronics and apps. |
Trudi Hayward, SVP, Head of Global Merchandising, ITVS GE, says: “It’s a real thrill to be working with one of the most popular entertainment and style brands of the past half century. Village People’s hits and image are as fresh as ever and awareness is sky-high. Backed by an excellent style guide and marketing strategy, the brand is perfectly positioned to make a major impact across multiple markets in the UK.”
As well as 100 million records sold worldwide, 100 million views on YouTube and 10 million airplays, the Village People brand has generated a turnover of over $1 billion through music hits and co-branding alone since it burst onto the music scene in 1977. Through iconic hits such as Macho Man, In The Navy, Go West and Y.M.C.A., the Village People brand has made and continues to make an indelible mark on musical and social cultures worldwide.
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The Village People brand from Can’t Stop Productions has a fabulous new style guide and a licensing and merchandising strategy that leverages the enormous awareness of Village People as disco legends and a musical inspiration across multiple generations and demographics.
The positioning is off-beat, fun and free, using 70s humour and 80s colours, and identifies three creative and market segments: vintage, vibe and fun. Vintage is aimed at teenagers and young adults, capturing the essence of the disco era through a creative combination of famous photos and graphic design treatments. The fresh, youthful image of Vibe has a strong appeal to teenage girls, young women and music fans. Fun captures pop culture history with a modern touch through the use of contemporary colours, icons and humour, reflecting the fun of the disco era. |
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