Firefly to Rep Three Endemol Shine Titles

‘Fear Factor,’ ‘Wipe Out,’ and ‘Deal or No Deal’ will now expand into toys, publishing, apparel and more.

Endemol Shine North America has tapped Firefly Brand Management to serve as the licensing agent for “Fear Factor,” “Wipe Out” and “Deal or No Deal.”

Firefly will now seek licensing partners in categories such as toys, games, publishing, food and apparel.

“We couldn’t be more excited to work with these high-profile legacy brands,” says Cynthia Modders, president and chief executive officer, Firefly Brand Management. “’Deal or No Deal’ and ‘Wipeout’ have powerful brand recognition, and with ‘Fear Factor’ coming back on air, we are confident in the merchandising opportunities.”

The appointment also coincides with the relaunch of “Fear Factor” on MTV, May 30. The new series will be hosted by actor and musician Ludacris and will feature stunts inspired by urban legends, popular scary movies and viral videos from pop culture.

“Endemol Shine has a robust library of iconic brands that lends itself to a host of exciting licensing opportunities,” says Tamaya Petteway, senior vice president, brand and licensing partnerships, Endemol Shine North America. “Firefly is the ideal partner to develop creative licensing programs across key categories for these marquee television properties.”

Firefly will showcase the properties at Licensing Expo, May 23-25, at Booth #C117.

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