Universal unveils its Heroes

International licensing programme for smash sci-fi show revealed.
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Universal Studios Consumer Products Group has announced the first licensing and merchandising partners for its Heroes property.

DC Comics, Random House, Titan Publishing, Mezco Toys and Topps amongst others will start creating product across a range of categories. Starting with an extensive publishing programe, trading cards, apparel, stationery, action figures and a video game, initial Heroes products will appear in the US in time for the new season launch on September 24th on NBC.

Several licences have also been confirmed in the UK - with GB Eye launching a series of posters, Trademark will be handling the apparel and Danilo will be developing 2008 calendars for both the UK and Ireland.

The Heroes TV show has so far been licensed in nearly 150 international territories. In the UK, the first series has completed its run on the Sci-Fi channel and is currently running on BBC2 and BBC3.

"Heroes is an unbelievable breakout hit," said Cindy Chang, VP of global business development at USCPG. "There is a dedicated fanbase out there who has proven through various online applications to have a strong hunger for Heroes beyond the TV screen, and this new merchandising program will provide them with a fulfilling Heroes experience."


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A successful licensing partnership needs to have good communication, exchanges of information and a joint sense of endeavour. It?s all about working together for the same goal, the success of the brand, as Start Licensing?s Ian Downes points out?


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