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Sakar Gets Fit With 'The Biggest Loser' License Agreement, Bringing Branded Accessories to Wii Fit Games & Balance Board

Posted on: Tuesday, 2 June 2009, 11:15 CDT

LOS ANGELES, June 2 /PRNewswire/ -- (E3 Expo) Sakar International today weighed into The Biggest Loser license program with an announcement that it will produce a line of exercise accessories carrying the name of the hit NBC reality weight-loss TV series. Sakar is developing products such as jump ropes and weights to be used with Nintendo's Wii Fit exercise games and Wii Balance Board that will be released for sale in the U.S. and Canada in Q4. These products are being developed and released through a license agreement with NBC Universal Television, DVD, Music and Consumer Products Group and Reveille LLC.

The new branded merchandise will extend The Biggest Loser's association with the Wii platform, including a new game called The Biggest Loser from video game maker THQ that is expected to hit the market by October. The game will feature the show's trainers Bob Harper and Jillian Michaels as well as show host Alison Sweeney. Players will be led through a series of comprehensive workouts and given nutrition goals to help them transform themselves through diet and exercise.

The agreement will also add another strong brand to Sakar's rapidly expanding lineup of license properties. Having just completed its seventh season, The Biggest Loser airs in over 90 countries and has produced a New York Times best-selling book series, multiple top-selling fitness DVDs, a "Biggest Loser" meal plan available for home purchase, a subscription-based online lifestyle club called The Biggest Loser Club (www.biggestloserclub.com), and licensed products ranging from protein powder to calorie counters, bathroom scales and weight-loss inspiration calendars.

"The goal of our license program is to turn The Biggest Loser into a lifestyle brand that will inspire and help people to make healthy eating and exercise choices," said Mark Koops, managing director at Reveille, the production company behind the show. "Sakar's fitness accessories will be a strong addition to the excitement we already have around our partnership with THQ to launch the ultimate Wii fitness game that not only will help achieve real results but be a lot of fun for the whole family."

"The Sakar products will be a wonderful complement to 'The Biggest Loser' THQ Wii game," said Kim Niemi, Senior Vice President, NBC Universal Television, DVD, Music and Consumer Products Group. "It's a great opportunity for the whole family to exercise and get fit, while having fun together."

"Many of our recent licenses have centered around children's products. This agreement not only aligns us with one of the best-known reality shows on television, but also expands our licensing program into merchandise aimed at an older audience," said Sakar VP Stefan Betesh. "Both factors will help us continue to grow our license business."

The licensing agreement was secured by Joy Tashjian Marketing Group, the official licensing agency for The Biggest Loser.

Sakar's licensing portfolio also includes high-profile brands such as Kodak, Made for iPod, Crayola, Jeep, LeapFrog, Sanrio's Hello Kitty, and Nickelodeon properties such as iCarly and SpongeBob SquarePants.

Sakar will be exhibiting in Booth #5067 in West Hall at the E3 Expo that opens today at the Los Angeles Convention Center.

About Sakar International

Sakar International Inc. designs and manufactures a wide range of technology, toy, and consumer electronic products. Founded in 1977, the company is the manufacturer of Vivitar camera equipment and accessories, a market leader in rechargeable batteries, and a producer of licensed products for leading consumer brands. Products range from digital cameras and camcorders with related accessories to computer, iPod, GPS and gaming accessories, binoculars, MP3 players, clock radios, gift and toy electronics. The company is privately held and headquartered in Edison, N.J. For more information, visit www.sakar.com.

About The Biggest Loser

The first reality series where everybody "loses," The Biggest Loser challenges and encourages overweight contestants to shed pounds in a safe and recommended manner through comprehensive diet and exercise as they compete for a grand prize of $250,000. Hosted by Alison Sweeney (Days of our Lives), the series provides the contestants with challenges, temptations, weigh-ins and eliminations until the final contestant remains to claim the title of "the biggest loser." Each team works out under the supervision of professional trainers Jillian Michaels and Bob Harper. The Biggest Loser is a production of Reveille LLC, 25/7 Productions and 3 Ball Productions.

Beyond the U.S. where more than 100 episodes of the show have aired, The Biggest Loser has become a worldwide hit appearing in over 90 countries and produced in 25 countries. Since its debut in 2004, The Biggest Loser has grown to become a standalone health and lifestyle brand by developing tools and products inspired by the show and approved by its doctors and experts. Anchored by the online, subscription-based extension of the show, Biggestloserclub.com, The Biggest Loser Meal Plan, The New York Times best-selling books series, best-selling fitness DVD series, a line of appliances, fitness equipment, protein supplements and countless other health and lifestyle based products, The Biggest Loser consumer products program has generated over $50 million in spending with presence at more than 25,000 major retailers to date. The Biggest Loser was recognized as a top brand of the year in Advertising Age's 2008 Marketing 50. Check out www.biggestloser.com for more information.

About NBC Universal Television DVD, Music, and Consumer Products Group

NBC Universal is a leader in providing entertainment programming to the domestic and international marketplaces. NBC Universal Television DVD, Music, and Consumer Products Group manages all global ancillary television business endeavors for the NBC Universal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBC Universal Online Store.

About Reveille

Reveille is a leading independent television studio with a major presence in scripted and unscripted television and digital entertainment, and a world leader in creating integrated marketing opportunities for advertisers. Reveille's scripted entertainment programming includes "The Office" and "Kath and Kim" (NBC), "Ugly Betty" (ABC) and "The Tudors" (Showtime). The company's roster of highly successful reality programming includes "The Biggest Loser," "American Gladiators," and "Nashville Star" (NBC), "30 Days" (FX), "Parental Control" (MTV) and many more. Through its distribution arm, ShineReveille International, Reveille distributes its extensive library of high-quality programming, along with a broad array of programming acquired from independent producers and U.S. networks, to more than 150 countries. Reveille is part of the Shine Group, one of the world's foremost multinational entertainment and drama companies. The Shine Group also includes UK independent producers Kudos, Princess, Dragonfly and Shine TV.

Joy Tashjian Marketing Group, LLC (JTMG)

Joy Tashjian Marketing Group was formed in 1998 and is headed by company president Joy Tashjian. Recently awarded for "Retail Promotion of the Year" with Toys R Us for their work on "Deal or No Deal," JTMG specializes in the development, implementation and strategic retail development of entertainment trademarks for consumer products. JTMG represents many prestigious television properties and production studios: Endemol for "Fear Factor," "Deal or No Deal," "Big Brother," "1 vs. 100," Breakthrough Films and Television "Captain Flamingo" on Jetix, "Miss BG and Atomic Betty," Shaftesbury for "Life with Derek" on Disney Channel, Bejuba/Studio B for "Ricky Sprocket" on Nickelodeon. The Agency recently signed to represent WGBH/PBS properties ("Fetch," "Peep" and "Antiques Roadshow.") Additionally JTMG represents several production studios including: Bejuba/Studio B, Breakthrough Films and Television, Coneybeare Studios, Endemol USA, Fathom Studios, Shaftesbury.

SOURCE Sakar International

Source: PR Newswire

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