It’s been a runaway success for ITV2 and the first episode of this year’s Love Island was the most-watched show on ITV2 ever, as 3.4 million people tuned in. Danilo has nailed its colours to the Love Island mast and produced a new range of greeting cards in record time. The cards are now on sale on Danilo’s website and will be delivered into shops very soon with Tesco, Asda and Clintons among the first to market with them.
This means it has taken less than a month from signing the popular licence to designing the cards, getting them approved by the Love Island team, printed (by Sheffield based card printer, Loxleys) and ready to go into stores. This means that fans of the show to get their hands on the greeting cards while the current series is still on our screens.
Official Love Island calendars are also being produced by Danilo and will go on sale in store from October.
Richard Bacon, managing director of Loxleys, which has printed the Love Island cards on behalf of Danilo, states “Using our digital printing techniques, we are able to provide guaranteed speed to market and a rapid response rate. The advantage of shorter lead times at The Digital Hub meant that after just five working days from receiving the artwork, we were able to print and deliver stock.”
Dan Grant, licensing director of Danilo said: “We’re delighted to be working with such a fun and exciting brand. With the overwhelming popularity of the Love Island series, we feel this range lends itself perfectly to the greeting card and calendar market. We believe this could be one of the hottest new properties in the Danilo range for 2018/19”
Claire Bates, marketing manager for Danilo adds: “We have had a fantastic reaction from retailers. With Tesco, Asda and Clintons backing the greeting card range for their stores and with it being such a hot property they have managed to find space at such short notice.”
As to reasons why Love Island is proving so phenomenally popular, Claire suggests “the unbeatable blend of glamour, sunshine and romance hard to resist. This new form of reality dating show somehow feels more inclusive, permitting viewers to feel as though they are there on holiday with the islanders, experiencing all the fun, gossip and romance along the way, as well as the stunning sunsets and close-ups of local wildlife courtesy of the team of cameramen.”
