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Mining a good seam

Hang Ross on the wall as Danilo become first licensing partners for Poldark

DANILO are the first partners announced for the UK licensing programme for the hit new version of the classic TV series Poldark which is set to mine a great seam of product.

Co-produced by Mammoth Screen and Masterpiece for BBC1, the licensing rights for the show have been acquired by ITV Studios Global Entertainment who announced at Licensing Expo in Las Vegas yesterday (June 10) that they have already signed Danilo to build the stationery and greetings category.
They are on board to produce a calendar, set to debut at retail from Q4 2015, inspired by the hit series which recently finished airing on BBC1 where it attracted an average of 7.7million viewers across the first five episodes on Sunday nights and has been recommissioned for a second series.
Set in the late 18th century, the show tells the story of Ross Poldark as he returns to his Cornish estate and tin mines having fought in the American Revolutionary War.
Trudi Hayward, SVP Head of Global Merchandising for ITVS GE, said: “Since its debut Poldark has become one of the most talked-about new TV shows in recent times and star Aidan Turner has set pulses racing in the UK.
“It promises to be a really exciting new property and, with a confirmed second series and partners already coming on board, we’re committed to harnessing the strong commercial potential of the brand with licensing collaborations that target the show’s growing fanbase.” ITVS GE are seeking licensing partners in key categories including apparel and accessories, homewares, gifting, stationery and personal care for merchandise targeting the adult female market with a secondary audience of gifting and men.

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