‘Vikings’ Conquers Licensing

Licensing agency Brandgenuity has signed six new licensees for the History channel’s Dark Ages drama “Vikings.”

Brandgenuity is the North American licensing agent for MGM Consumer Products, a division of Metro-Goldwyn-Mayer Studios, which holds worldwide merchandising, licensing and consumer products rights to the TV series.

New partners for the brand include Hybrid (apparel), Bioworld (accessories), Catalyst Game Labs (specialty board games), MjC International (sleepwear and novelties), Underground Toys (novelties and drinkware) and Vikings Wholesale (collectible replicas). The first wave of apparel will launch at specialty retailers including Hot Topic and Spencer Gifts. 

“We are excited that ‘Vikings’ is generating so much attention for consumer products worldwide,” says Tricia Samuels, vice president global licensing, MGM Consumer Products. “We believe the property will have a successful and long-running, aspirational licensing program built upon the Vikings lifestyle, look and lore.”

More than 3.6 million viewers tuned in for season two of the family saga, which launched last week.

“We are thrilled to be representing ‘Vikings.’ It is right in the cross hairs of what is working today on television: high-production values with gritty and powerful characters combined with emotional drama,” says Andy Topkins, partner, Brandgenuity. “We plan to help fans celebrate the show through consumer products, and its unique way of combining history, heroism and high drama.”

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