The site has gone live with a range of toys and games branded with children’s TV programme Pocoyo. A range of 250 DVDs of programmes screened on ITV are also available.
However, Granada Ventures and ITV plan to increase the range of merchandise available from the store throughout the rest of this year. They intend to add a further range of DVDs, upping the number of titles gradually to 300. The site will also stock CDs and other merchandise based on ITV and third-party brands.
Granada Ventures represents ITV’s core brands – such as Coronation Street and I’m A Celebrity…Get Me Out of Here! – and, in total, represents 250 licensees with more than 1,000 product lines.
The site has been launched through white label e-commerce company Digital Stores. As well as running the site, Digital Stores handles the warehousing of products and fulfilment of all orders. It provides a similar service to brands such as The Beatles and Scooby-Doo!
Granada Ventures head of licensing Mel Beer said: “Starting with Pocoyo, we will eventually make all of our consumer products from our strong brand portfolio available to the public via this store.”
Digital Stores has launched an ad campaign to promote the store using Google, consumer press and lifestyle web sites such as Netmums.com and the This Is… portfolio of local web sites.
The store has its own URL, www.itvonlineshop.com and can be accessed via ITV.com.
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