FremantleMedia Enterprises, the branding arm of the FremantleMedia production studio behind American Idol, has partnered with Sulake to promote singing competition in Habbo. The deal is specific to the US, though the two companies have promoted Nouvelle Star in France, and will feature licensed virtual goods, like microphones and poster, for sale and a branded area.
It is, definiteively, not re-creating the show, judges or characters, according to The Holly Reporter.
The partnership won't receive on-air promotion, but will get a boost through other tie-ins. It will begin this season and continue onwards.
"We'll definitely be leveraging all of our off-air means, including our Web site, our newsletter and our existing partners and licensees for cross-promotional opportunities," said David Luner, senior VP interactive and consumer products for FME North America. "The main hype will take place during the season, but after the show ends we always have our press tours, the album release, and our audition process. We end up going year round, and there's constant chatter, and Habbo is a great way to support that interest."
While Virtual Greats has been pursuing a similar licensing deal as a middleman for multiple worlds, it seems like Habbo is going on its own.
Habbo previously entered into the first licensing agreement for virtual goods with Paramount Pictures and entered into a relationship with the William Morris Agency in February 2008 to pursue similar deals.
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