'Idol' licensor staying busy
Fremantle extends deal with BD&A
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Deal, now extended through 2010, gives BD&A the exclusive right to manage all merchandising and sales for "American Idol" for sponsors such as Coca-Cola, Cingular, Ford and Kellogg.
Those marketing programs are an increasing part of the vast commercial ecosystem that has grown up around the "Idol" brand.
BD&A, known for producing bobbleheads and other marketing material, acts as the agency that implements merchandising programs for all "Idol" sponsors.
The company created Coke's "Idol" marketing program in Safeway stores, including the red inflatable "Idol" sofas. It's also responsible for Dreyers' "American Idol" flavors and "Idol" ice cream dishes.
In addition to the show sponsors, a number of other companies license the "Idol" brand, including Sony/BMG, Konami Games and MDI Express.
BD&A also operates the "Idol" retail Web site, Americanidolstore.com.
