Dressing for success with TV show "90210"

Thu Feb 10, 2011 3:10pm EST
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By Jill Serjeant

LOS ANGELES (Reuters) - "American Idol" has its strategically-placed Coca-Cola cups and "The Biggest Loser" has a large appetite for Subway sandwiches.

But the next big thing in television may be product integration, or creating merchandise and apparel specifically for popular shows that fans can also buy or wear.

Young female-oriented show "90210" has teamed up with retail fashion store bebe to design a line of branded clothing worn by characters on the series.

Starting on Thursday, the clothes can also be bought in bebe stores and online.

CBS Television Studios, which produces the high school series set in Beverly Hills for the CW network, says the collaboration is an unprecedented step forward in the multibillion dollar TV product placement and integration industry.

"This is a completely innovative product integration. We think it's the first time there has been a complete collaboration between a retail design team and a (TV) costume design team," Liz Kalodner, general manger of CBS Consumer Products told Reuters.

"It really harnesses the power of TV, so that television is not just a passive experience, but you are really interacting with it," Kalodner added.

In a separate interactive merchandising venture, NBC announced this week that it had teamed up with novelty store The Johnson Smith Company to make and sell items inspired by its comedy series "Outsourced".   Continued...