clock menu more-arrow no yes

Filed under:

Sellebrity: CBS Sees a Cash Cow in New 90210

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The moment the new Beverly Hills, 90210 debuts on Tuesday, September 2 on the CW network, expect the big sell on the franchise's merch to begin. Per WWD,

"Starting with apparel, cosmetics, bags and school supplies to be sold in the U.S., products will feature iconic graphics from both the new show and the classic one. Apparel, including T-shirts, fashion tops and fleece pieces for women, juniors and girls, will be produced under a licensing agreement with LF USA, the U.S. arm of Li & Fung Group. The firm will also produce sleepwear, loungewear and underwear."

And it doesn't stop there. There will also be backpacks, bags, back-to-school stationery, cosmetics, cosmetics accessories, nail products and plans for toys, home, jewelry, fragrance and watches.

The CBS Consumer Products exec excitement is palpable on the page. Exec VP and GM Liz Kalodner told the fashion trade: “The great thing about the show is that we now have two audiences, the existing fans who love the original ‘90210’ and the new fan base for the new show...So we will have both classic women’s product and juniors to fill all of those fans’ needs.” Referring to the old farts who remember watching Shannen Doherty and Jennie Garth on the original (oh, yes, they are coming back!) and the kids whose 90210 experience will be defined starting September 2.
· 'Beverly Hills, 90210' Products to Launch [WWD, subscription req]