Halsall has the X Factor

Firm signed up for new branded line of electronic musical toys.
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With the fourth series due to air soon, FremantleMedia has signed up more licensees for The X Factor, including toy company Halsall.

David Halsall will produce a range of electronic musical toys such as guitars, keyboards, drum machines and harmonicas, which will be available from the autumn.

In addition, for the first time, the franchise will move into the toiletries and confectionery categories. ScentUps UK has been licensed rights to produce X Factor branded shower gel, lip gloss, body shimmer, eau de toilette and perfume for both men and women. Meanwhile, Kinnerton will create a collection of confectionery. A confectionery boardgame has been developed exclusively for Marks & Spencer stores, while Tesco has developed five exclusive lines including an advent calendar, novelty shaped chocolate microphones and chocolate truffles.

Dominic Burns, senior VP of licensing UK at Fremantle, said: "We are really pleased to announce such a wide range of new and exciting products for The X Factor which will be in store for Christmas 2007.

"We have evolved The X Factor to become a true lifestyle brand that fans can interact with across multiple platforms and in all areas of their lives. We are actively looking to work with more licensees to bring an even wider range of products to the market for 2008."

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