Licensing Link is to launch hit TV show Robot Wars into the consumer products arena.

The agency has teamed with Passion Distribution to develop the programme for the show, in which teams of robot makers put their creations into battle.

A key target category for the first phase of the Robot Wars licensing programme will be a master toy licensee which will develop themed play-sets including the Robot Wars arena, vehicles and figures.

Publishing and apparel are also among the key categories in the campaign, which will be backed by a series of live events building on the success of the initiatives that supported the relaunch of the series in 2016.

While the campaign will target Robot Wars fans of all ages, it will also include a strong emphasis on STEM (science, technology, engineering and maths) to encourage a new generation into robotics and engineering.

Licensing Link’s Chris Taday commented: “The new Robot Wars is an unqualified success, combining a bigger, and better format with the action and thrills that have always made Robot Wars so exciting to watch.

“The cross-generational appeal of the show means we are well placed to develop a portfolio of partners that will tap into the heritage of the iconic brand, as well as engage with a new wave of youngsters.”

Nick Rees of Passion Distribution added: “The amazing response of audiences to the new show has been fantastic and will drive the success of consumer product launches in a number of categories.

“We look forward to working alongside Chris and Ian [Wickham] at Licensing Link to develop a licensing programme that will delight, engage and entertain Robot Wars fans of all ages.”

The latest season of Robot Wars is currently airing on BBC2 on Sunday evenings at 7pm, presented by Dara Ó Briain and Angela Scanlon.