Lang, Jakks Pacific and iToys Become Newest Major Licensees
For Hit NBC Prime-Time Weight Loss Competition Series
Airing Tuesdays 8PM/7PM Central

Joy Tashjian Marketing Group, LLC (JTMG), the exclusive licensing rep for NBC’s prime-time line-up, has secured three prominent licensees for the hit show, The Biggest Loser.

The newest companies to join the growing list of high-profile licensees are:

• Lang Holdings, a leader in high-quality calendars, back to school programs, specialty gifts and stationery products, has created an innovative new product format for The Biggest Loser called the “Daily Dose”.

According to Lang’s Director of Licensing, Lisa Napolitano, “This convergence of technology into the stationery category has enabled Lang to introduce an audio based product that will deliver inspiration and motivation to fans of the Biggest Loser 365 days a year.”

• Jakks Pacific will produce The Biggest Loser recipe organizers, recipe cards, and kitchen stationary accessories that will launch in 2009.
• iToys has signed on to produce a personal handheld electronic device and a portable personal trainer device.

“The Biggest Loser continues to dominate in the ratings. Biggest Loser consumer products continue to be best sellers in the publishing, exercise videos and weight management products,” said JTMG’s Tashjian. “These three extraordinary companies are leaders in their respective categories. These three companies will add immeasurably to the hugely popular The Biggest Loser franchise through the high quality and innovative products they will bring to the retail market.”

“We are really pleased to be able to join with Lang, Jakks and iToys to add to the growing list of quality products affiliated withThe Biggest Loser,” said Kim Niemi, Senior Vice President, NBC Universal Television, DVD, Music and Consumer Products Group. “These products will provide some fantastic new options for people choosing to pursue the healthy lifestyle that The Biggest Loser brand promotes.”

“We’ve been able to transform The Biggest Loser (be sure to put each show reference in bold and italics to be consistent?) into a burgeoning lifestyle brand built on effecting change—encouraging people to lose weight, better themselves, and live a healthier life,” said Mark Koops, Managing Director at Reveille, the production company behind the show. “These two new partners are a great addition to our licensees and will provide effective, fun ways to make that change.”

The three companies join a licensee roster that includes Rodale Publishing (The Biggest Loser fitness books, cookbook, weight loss books & magazines); Lions Gate (Six The Biggest Loser Workout DVDs sold into mass market retailer, including two new DVDs, which launched December 2008); Taylor Precision Products (Eleven total digital weight management scales & food scales, seven new ‘Double Up’ kitchen appliances for 2009); Street Strider (Three-wheeled human powered elliptical cycling machines); Next Protein by Designer Whey (Protein powders sold into mass market retailers and fitness retailers); Gaiam (Five exercise & fitness accessories for 2009); Bistro MD (Home Delivery Meal Plan); Trends (2009 & 2010 Calendars); and Subway (In-store cross promotional program tied with Fresh Fit Menu). Since its premiere in 2004, The Biggest Loser has become a workhorse on NBC’s primetime schedule, drawing over 11.9 million viewers for its seventh season debut, a record for any The Biggest Loser premiere. The property has emerged as a multimedia brand, becoming a prime example for effective brand integration as well as a powerhouse licensor worldwide.