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Announcing the Hottest new couple in Licensing: Archer and Brandgenuity

Spy Comedy fan favorite poised to successfully steal licensing spotlight


NEW YORK (JUNE 8, 2011) – Holy $**t snacks, it is 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 announced its partnership with leading brand licensing agency, Brandgenuity, to extend the brand into the products needed to save style, and the world. Archer fans will barely be able to hear anything over the sound of their deafening awesomeness as they talk with dolphin hand puppets, down gummy bears and whiskey and seduce anything that moves.

“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,” said 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,” said 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,” added Avery-Grossman. “We can’t wait to expand our relationship with FX and give Archer’s devoted fans what they deserve.”

About FX

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. FX Productions is the sole production entity of the critically acclaimed hit comedy series It’s Always Sunny in Philadelphia, The League, Louie, the animated comedy series Archer, and the upcoming comedy, Wilfred.

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. Turnkey licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. Brandgenuity’s clients include: MGM Studios (Pink Panther, Rocky and the film library), Food Network, Pabst Brewing Company (Pabst Blue Ribbon, Colt 45, Old Style, Lone Star, Schlitz), World Poker Tour; Chris Madden, Inc.; Church & Dwight (Arm & Hammer; OxiClean); FX Networks (It’s Always Sunny in Philadelphia, Archer); Kathy Davis Studios; Harlequin Enterprises; The Juilliard School; The Really Useful Group (The Phantom of the Opera); Rodgers & Hammerstein; Pella Corporation and Laura Mercier, among others.

For more information please visit us at


Rachel Humiston
Brandgenuity LLC
(212) 925-0730