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Metrostar to build licensing for The Only Way is Essex

Award winning reality drama series is marking its tenth anniversary in 2020.

Metrostar is to manage the licensing campaign for award winning reality drama series, The Only Way is Essex, as the show approaches its tenth anniversary in 2020.

TOWIE immediately engaged audiences when it launched back in 2010, becoming one of the most talked about TV shows and cast across social media and tabloid news, winning the BAFTA audience award for the nation’s favourite programme.

Widely lauded as having created a new genre of entertainment, TOWIE propelled a number of its stars into the limelight, many going on to forge successful media careers including Amy Childs, Joey Essex, Mark Wright, Gemma Collins, Sam and Billie Faiers and Tommy Mallet.

To celebrate the success of the TOWIE power house both on and offscreen, Lime Pictures is looking to licence the brand to create consumer products which reflect the allure and aspiration of the UK’s most glamorous reality cast.

The property is seeking brand partners and retail activations in fashion, lingerie, nightwear, swimwear, beauty, body, publishing and homewares.

“TOWIE is often cited as a cultural phenomenon, so we wanted to take this opportunity to reflect on it’s success and celebrate TOWIE turning ten years young,” enthused Sinead Dean, senior brand development manager at Lime Pictures. “TOWIE’s influence across the fashion, beauty and lifestyle sectors continues to evolve, particularly among our ambitious and striking young cast.

“The show itself still attracts over a million viewers per episode, it continues to entertain and reflects a lifestyle many aspire to, yet also feels achievable.  We’re looking forward to celebrating in true Essex style.”

Claire Potter, md of Metrostar, added: “The Only Way is Essex is a huge entertainment and lifestyle brand. Its millions of fans follow the show and its stars religiously and this passionate engagement together with the high-profile 10th birthday celebrations represent a huge opportunity for licensing and we are thrilled to be taking them forward.”

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