Twentieth Century Fox Consumer Products Portfolio Grows With The Addition Of UFC, National Geographic Channel and Fox Sports
Representation of Established Properties Adds to Impressive Roster of Film and TV Licenses in 2012 And Beyond
Twentieth Century Fox Consumer Products will arrive at Licensing Show 2012 with an expanded portfolio that goes beyond the world-renowned film and television brands that have paved the way for its success. This year the line-up will include the addition of Ultimate Fighting Championship (UFC) and two established brands within the News Corporation family –National Geographic Channel, and Fox Sports.
“Adding UFC, Fox Sports and National Geographic Channel to our portfolio expands our reach and allows us to leverage all of our fantastic relationships with licensees and retailers,” said Jeffrey Godsick, president of Fox Consumer Products.
As Fox Consumer Products strengthens its offerings for the key 18-34 male demographic, it sets its sights on building programs for the UFC and its own Fox Sports brand. The UFC is the fastest growing sports organization in the world and the leading professional mixed martial arts (MMA) organization, revolutionizing the fight business and the way that premier sporting events are experienced. As the new official broadcast partner of the UFC, Fox Sports will broadcast four fights annually on the network and FX will be the new home for the UFC’s signature series – The Ultimate Fighter®. The addition of the UFC to the Fox lineup has opened the door for Fox Consumer Products to build the brand in key hardline categories including school supplies, collectibles, and gift among others.
Under the lead of Fox Consumer Products, the aim is to build these brands at brick and mortar and online retail with a focus on utilizing the National Geographic Channel brand to expand Fox’s location based entertainment offerings. The National Geographic Channel is currently in over 83 million U.S. homes and globally is available in 435 million homes in 173 countries and 37 languages. In addition to pursuing location based entertainment opportunities, the first targets for licensing are two of the channel’s hottest shows – “Doomsday Preppers,” the highest rated series in the history of the network, returning for a second season this Fall, and “Brain Games,” a new series coming this winter. These shows will set the foundation for a strategy that will tap into individual programming as well as the channel at large.
The essence of the Fox Sports brand is “Same Game. New Attitude.” and Fox Consumer Products will translate this attitude into an aggressive merchandising program for 2012 and beyond. Although it has spearheaded select initiatives for Fox Sports in the past, the licensing arm will broaden its scope through a targeted strategy that will focus on original IP and new programming opportunities, including signed first deals with Jerry Leigh Apparel and Todd McFarlane.