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Forecast is Always Sunny for Brandgenuity's Newest Licensing Program

FX's Critically Acclaimed Hit Extends Licensing Program


NEW YORK, NY (May 19, 2010) – The forecast just got brighter for fans of FX’s hit comedy series, It’s Always Sunny in Philadelphia, as the show announced its partnership with leading brand licensing agency, Brandgenuity, to extend the brand into the products needed to live the Sunny-life.

“With Sunny entering its sixth season, it’s the perfect time to bring the brand to both diehard and new fans,” said Eric Schrier, EVP of FX Productions and SVP of Series Development. “We were instantly won over by Brandgenuity’s energy and imagination. They understand the power of It’s Always Sunny and we can’t wait to see what they come up with.”

New licensed products and Sunny brand extensions will include apparel and accessories, barware, novelties, interactive, social expression, collectibles, seasonal products, home décor, games and travel. The world of Sunny will shine through in product that captures the essence of the show’s subversive bent. “It’s rare to find a brand that excites fans the way that It’s Always Sunny does,” said Adina Avery-Grossman, Partner at Brandgenuity. “It’s not just a show. It’s a phenomenon. Ask any 18-30 year old guy, and you’ll get the full treatment,” added Avery-Grossman. “We are thrilled to be helping FX give Sunny fans what they deserve!” Last season Sunny delivered the highest numbers ever for the series posting gains of +52% among Adults 18-49 and +49% in Adults 18-34 compared to its previous season. The upcoming sixth season debuts this fall.

Sunny features Charlie (Charlie Day), Mac (Rob McElhenney), Dennis (Glenn Howerton), Sweet Dee (Kaitlin Olson) and Frank (Danny DeVito), five ne’er-do-wells who own and operate Paddy’s Pub in Philadelphia. Their constant scheming to get ahead by not-so-redeemable methods usually lands them in a world of hurt, yet they never seem to learn from their mistakes.

It’s Always Sunny in Philadelphia was created by McElhenney and executive produced by McElhenney, Day and Howerton. Michael Rotenberg and Nick Frenkel are also executive producers. The show is produced by FX Productions.

FX Productions co-produces the critically acclaimed hit drama Sons of Anarchy (with Fox 21.), the critically acclaimed hit drama series Justified (with Sony Pictures Television) starring Timothy Olyphant, the Emmy® and Golden Globe® award-winning Damages (with Sony Pictures Television), and upcoming drama Lights Out (with Fox Television Studios) starring Holt McCallany. FX Productions is the sole production entity of the critically comedy hit comedy series It’s Always Sunny in Philadelphia, The League, animated comedy series Archer, and upcoming comedy Louie.

About Brandgenuity LLC

Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Our trademark licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include MGM Studios (Pink Panther, Stargate, Robocop, Fame, and Legally Blonde), Food Network, Atari, World Poker Tour, Cadbury Adams (Bubblicious, Sour Patch, Swedish Fish, Chiclets, and Halls), Church & Dwight (Arm & Hammer, First Response, OxiClean), Pabst Brewing Company (Colt 45, Lone Star, Old Milwaukee, Old Style, Primo, and Schlitz) and The Really Useful Group (The Phantom of the Opera) among others. For more information please visit us at


Rachel Humiston
Brandgenuity LLC
(212) 925-0730