to stores: 'SNL' clothes
By Jill Goldsmith,
Variety - 2/17/03
"Saturday Night Live"
pajamas and boxer shorts will hit stores this fall in a new,
and rare, merchandising blitz prompted in part by the show's
"SNL" creator and executive
producer Lorne Michaels' Broadway Video, which handles the show's
licensing and merchandising, said it has teamed up with Joe Boxer
and Change Daily! brands for an apparel line including men's
PJs and boxers. A women's line will follow.
"SNL" hasn't done much
in the past with licensing and merchandizing. The last effort,
a foray into items like refrigerator magnets and action figures
some years ago, fell flat.
"It didn't do anything to
enhance the brand," said Andy Darrow, VP of Broadway Video
Enterprises, which gained control of the show's merchandising
rights from NBC several years back.
Darrow didn't put a price tag
on the deal but called it "quite significant."
The garments will feature "SNL"
logos, taglines and illustrations of some of the show's best
known stars and skits -- mostly from the 1975-79 heyday of the
Not Ready for Primetime Players. (Think of Dan Aykroyd dropping
a bass in a blender, said Darrow, or a "cheeseburger, cheeseburger"
order from the Olympia Diner.)
"SNL's" ratings have
been rising with its heightened exposure through reruns on E!
and Comedy Central. Darrow said there's been renewed interest
from licensees to expand the brand.