Jun 8, 2011
FX Network Selects Brandgenuity to Represent Archer
It’s time to break out the black turtlenecks. After rounds of intense, top-secret negotiations, Archer is officially no longer under cover. FX’s half-hour international spy comedy has partnered with brand licensing agency Brandgenuity to extend the brand into the products needed to save style, and the world.
“With Archer finishing its second season and gearing up for a third, now is the time to bring the show’s audacious personalities and animations to life and reward the devoted and diversifying fan-base that’s been waiting for Archer to come off the screen,” says Eric Schrier, EVP of FX Productions and SVP of Series Development. “We’re thrilled to embark on another partnership with Brandgenuity. Their savvy has helped It’s Always Sunny in Philadelphia create a lifestyle, and we’re excited to launch Archer to similar heights.”
Archer fans know their favorite international man of mystery is every man’s dream and every woman’s worst nightmare, so it’s about time licensed products help render him a reality. Brand extensions will include apparel and accessories, barware, food and beverage, interactive and mobile, social expression, costumes, seasonal products, gift and novelty, games, and collectibles. The visual appeal, dry wit, and raw lust of Archer will reign supreme in product that personifies the show’s ingenious debauchery.
An instant success among men 18-35, Archer follows the CEO, agents, comptroller, secretary, scientist, HR director, and butler of the International Secret Intelligence Service as they battle crime, relationships, vanity, and mommy issues. The employees at ISIS are as dirty and colorful as the office carpet. Veteran TV, stage, and film actors, writers, and improvisers including Jessica Walter, Aisha Taylor, Chris Parnell, and Judy Greer fuel Archer’s action and dialogue. H. Jon Benjamin has been nominated for an Emmy for his outstanding voice-over portrayal of Sterling Archer. Where else can you find such a dysfunctional, sexually deviant, deceitful, and entertaining group of employees?
“Sometimes it only takes one episode to know that a show is more than a show,” says Adina Avery-Grossman, partner at Brandgenuity. “Archer is overflowing with fantastic humor, characters, and visuals—viewership surged from the first season to the second and will definitely keep on jumping. We can’t wait to expand our relationship with FX and give Archer’s devoted fans what they deserve.”
