'Family Guy,' KISS Team Up to Launch Product Line

Fox's animated TV show Family Guy, as part of a expansion of its licensing, has entered a venture with the rock band KISS for a co-branded product line expected to hit store shelves in the fall.

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This is the first in a series of co-branded merchandise that 20th Century Fox Consumer Products plans to license around Family Guy inspired by other prominent guests on the show.

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KISS has appeared on the show three times and has become part of a running storyline. The character Peter Griffin talks about his love for the band KISS and his wife, Lois, says she once dated KISS bass player Gene Simmons before he became famous.

Simmons, in turn, says with tongue in cheek: “Lois, our night together is a memory I will cherish.”

KISS, which has been around since 1972, performs in face paint and costumes. It has been touring and doing licensing and merchandising to its fan base for years. Lead singer Paul Stanley says they have already racked up more than a billion dollars in sales, and this latest deal comes as “we are focusing more and more on the upper-tier, blue-chip opportunities for prestige partnerships. Family Guy’s track record and consistent success with its demographic makes this match-up ideal."

“KISS and Family Guy coming together for a line of products is a great mash-up of two iconic brands that speaks directly to fans who will be able to enjoy something a little different and special with what we have in store,” said Jeffrey Godsick, president of Fox Consumer Products. 

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The deal was announced Thursday. No licenses have been set as of yet.

Fox will work with Live Nation Merchandise, KISS' licensing agent, to find partners to create vinyl figures, bobble heads, apparel, plush, novelty, barware, social expressions and fine art. The deal was brokered by Doc McGhee, KISS’ longtime manager.

In addition, Fox is developing Family Guy character collections based on Stewie, Brian, Peter and Quagmire. One new area includes pet products. A deal with Fetch…for pets!, already in place, will introduce a full range of pet toys, clothing, collars, leads, bowls and even backgrounds and accessories for fish and reptile tanks starting in 2013.

This deal comes as Fox Consumer Products wraps up its biggest involvement ever in Licensing Expo 2012 in Las Vegas, which ends Thursday. Fox’s theme for the expo, meant to make as bold a statement as Fox movies and TV shows, is “What the Fox.”

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The ramped-up efforts were shown to more than 600 potential licensing partners earlier this week at the expo by Godsick and his team in a presentation that included various celebrities in video montages, including Hugh Jackman, Charlize Theron, Ray Romano and the cast of Glee.

You can bet Family Guy was in there somewhere as well.