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Welcome to 90210, Version 2.0.
This story first appeared in the August 25, 2008 issue of WWD. Subscribe Today.
CBS Consumer Products is hoping to relive the success it had in the Nineties with the original “Beverly Hills, 90210” franchise by launching a series of products surrounding the new version of the show for early 2009 selling. The merchandise rollout dovetails the show’s spin-off, which begins airing Sept. 2 on the CW network.
Starting with apparel, cosmetics, bags and school supplies to be sold in the U.S., products will feature iconic graphics from both the new show and the classic one. Apparel, including T-shirts, fashion tops and fleece pieces for women, juniors and girls, will be produced under a licensing agreement with LF USA, the U.S. arm of Li & Fung Group. The firm will also produce sleepwear, loungewear and underwear.
“‘Beverly Hills, 90210’ and the consumer products program was so successful in the mid-Nineties,” said Liz Kalodner, executive vice president and general manager of CBS Consumer Products. “So when the new show was announced, we knew we had the opportunity to do that all over again.”
In addition to the apparel, FAB/Starpoint will introduce backpacks, bags and back-to-school stationery, and Townley Cosmetics will launch a line of licensed cosmetics, cosmetic accessories and nail products.
Products will launch to the trade at the MAGIC show in Las Vegas this week. Going forward, Kalodner said, she plans to roll out even more categories including toys, home, jewelry, fragrance and watches.
“The great thing about the show is that we now have two audiences, the existing fans who love the original ‘90210’ and the new fan base for the new show,” she said. “So we will have both classic women’s product and juniors to fill all of those fans’ needs.”
Kalodner said many prices are still being worked out, but she hopes to sell the product to specialty stores before opening it up to department stores.
In the Nineties, there were a range of products on the market — apparel, fragrance, jewelry, cosmetics and footwear — surrounding the popular show about a group of teens living in Beverly Hills. The modern version is a spin-off of the original — which also brings back Brenda Walsh (Shannen Doherty), as a famous stage director, and Kelly Taylor (Jennie Garth), a guidance counselor at West Beverly Hills High School — and looks at the lives of Annie Wilson (Shenae Grimes) and her brother Dixon (Tristan Wilds), who have moved to the swanky zip code from Kansas.