‘90210’ Spawns Merchandising Boom

Aug 25, 2008  •  Post A Comment

The new “90210” doesn’t premiere until next month—but plans already are in the works for a slew of merchandising tied to the series.
CBS Consumer Products has struck licensing deals with LF USA, FAB Starpoint and Townley to create various “90210”-branded products. Products will be tied to both the new CW drama and the original Fox prime-time soap.

90210 T-shirts

LIVE BY THE CODE Planned “90210” merchandise includes a “Queen Bee” t-shirt, left, and a West Beverly Hills High lacrosse shirt.

Among the products in the works: a line of cosmetics, perfumes and nail products from Townley; T-shirts, underwear and sleepwear from LF USA; and backpacks and stationery from FAB Starpoint.
The first products will begin rolling out early next year. Initial merchandise will focus on old-school “90210” themes.
“‘90210’ has quickly become one of the hottest television properties around the world,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products. “The global merchandising program will capitalize on the buzz surrounding the new series, delivering trend-right products to fans who aspire to the ‘90210’ lifestyle.”
“90210,” produced by CBS Paramount Network Television, premieres Sept. 2 at 8 p.m.


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