ITV Studios Global Entertainment has been appointed by PGS Entertainment to represent the disco era icons the Village People in the U.K.
The ‘70s disco group sold 100 million records worldwide with hits including “Macho Man,” “In The Navy,” “Go West” and “Y.M.C.A.”
ITVS GE is now seeking licensees in key categories including apparel, gifting, homewares, stationery, back-to-school, video games, figurines, accessories, electronics and apps, with first product planned for Q4 2014.
The brand extensions will be based on the style guide from Can’t Stop Productions, which features three distinct market segments:
- Vintage, aimed at teenagers and young adults, will capture the essence of the disco era through famous photos and graphic design treatments;
- Vibe, targeted to teenage girls, young women and music fans with fresh, youthful imagery; and
- Fun, which highlights the band’s pop culture with modern touches and contemporary humor.
“It’s a real thrill to be working with one of the most popular entertainment and style brands of the past half century,” says Trudi Hayward, senior vice president, head of global merchandising, ITVS GE. “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 U.K.”