Press Office

Wednesday 24 Sep 2014

BBC Worldwide Press Releases

Strictly Come Dancing sashays into Licensing

  • World's most watched entertainment show* to become key licensing brand for BBC Worldwide
  • Five high profile deals announced, with first phase set to hit retail Autumn 2009

Shake your sequins and polish your dancing shoes, BBC Worldwide today announced five brand new licensing deals for the multi award-winning Strictly Come Dancing, with the first phase of merchandised product to launch in Autumn 2009.

The deals see BBC Worldwide extend the success and popularity of BBC One's top entertainment show in to licensed ranges of glamorous Strictly Come Dancing themed clothing and stationery. A priority brand for the BBC’s commercial arm, licensed merchandise for Strictly Come Dancing will target a broad consumer base and launch to time with the seventh series of the show on BBC One.

Neil Ross Russell, Managing Director of Children's and Licensing at BBC Worldwide, says: "I'm delighted that we are bringing the glamorous world of Strictly Come Dancing to our licensing portfolio. The recent restructure of our Division, to include more emphasis on adult licensing, is driven by the opportunity that brands such as Strictly present. These are hugely popular shows and there is a demand amongst fans to be able to further their enjoyment of the brand away from the television. These new deals for Strictly Come Dancing are aimed at meeting that demand in order that we can deliver more revenue back to the BBC. The product lines are a really good reflection of the glitz and glamour that Strictly has come to represent and we look forward to (dancing to!) success when product launches later this year."

New deals set rhythm for Strictly Come Dancing merchandise

BBC Worldwide today confirmed the Master Gift Licence for Strictly Come Dancing has been awarded to Zeon Ltd. Zeon will develop a range of stylish back packs, shoulder bags and vanity cases inspired by the glamour of the show. The extensive range of product planned also includes jewellery, purses and cosmetic bags, Glitter Balls and an iPod cover and earphones – all in shops in time for the Christmas gifting season this year.

In addition to the range of gifts, BBC Worldwide has awarded clothing licences to Aykroyds and TDP Licensing to produce children's and adult nightwear for Strictly Come Dancing. Children's outerwear, including dance daywear, will be created by Cohen and Wilks.

Blueprint is also on board and set to bring out a range of Strictly Come Dancing-themed stationery products. Danilo will provide calendars and diaries.

A glittering success worldwide

These new licences will add to the Strictly Come Dancing publishing programme of over 130,000 books sold from BBC Books, U Music's Top 5 CD and best-selling workout DVDs from 2 entertain.

  • Strictly Come Dancing audience peaked at 13 million people for the series finale on BBC One in 2008
  • Strictly Come Dancing first aired in 2004 and six series later is still at the heart of the BBC's Saturday night entertainment line-up, with audiences averaging 9 million
  • Strictly Come Dancing is the No. 1 Entertainment show in the UK, winning Most Popular Talent Show at the National Television Awards in October 2008
  • Strictly Come Dancing is also the No. 1 entertainment show in Australia and No. 2 in the US, with its local version, Dancing with the Stars (produced by BBC Worldwide America), winning an Emmy award and reaching audiences of over 25 million
  • BBC Worldwide has licensed the format of the programme, known Internationally as Dancing with the Stars, to 30 countries across 6 continents

The Strictly Live Tour kicked off in Newcastle on 16th January and is dancing its way through arenas in Liverpool, Manchester, Nottingham, Sheffield, Wembley, The 02, Glasgow and ending in Birmingham on 22nd February. For further information and to book tickets, please visit

Notes to Editors
* In their October/November 2008 article on the 'Greatest Shows on Earth', Television Business International (TBI) credited Strictly Come Dancing/Dancing with the Stars as the 'top dog'

Anna Kingsley

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