According to GenDigital, Freemantle Media, who ows the rights to Idol, is now pushing for high profile licensing deals where the American Idol brand shall appear in candies, ice cream, among others. I wonder how will this licensing scheme apply to countries where the Idol competition is also being done - such as the Philippine Idol.
This is not really new in the Philippines. Take the case of cartoons and movies, we see toys and outfits that carries famous TV characters or program/movie brands.
However, contest winners can be easily forgotten the moment the new competition season comes in. All forms of merchandising will have a very short life span if it features contestants or finalists. Similar to printers whose value diminishes after 6 months.