“Mystery Science Theater 3000” has hired industry veteran Elie Dekel to help expand the brand of the hit cult TV series reboot, TheWrap has learned.
Satellite of Love LLC in partnership with Shout! Factory and Joel Hodgson have named Dekel, the former president of Saban Brands, as strategic brand advisor and worldwide consumer products licensing agent for “MST3K.”
As strategic brand advisor and master licensing agent, Dekel will guide the branding, licensing and expansion of the series. The announcement was made today by Satellite of Love principals Richard Foos, Bob Emmer, Garson Foos and Hodgson.
“‘Mystery Science Theater 3000’ is one of those rare entertainment brands that has consistently grown its audience over more than 25 years through smart comedy, creative innovation, and a sincerely devoted fan community,” Dekel said.
“Now, that legion of passionate ‘MSTies’ has banded together to bring ‘MST3K’ back to life, with the largest film and television crowdfunding campaign ever,” he continued. “The result is an all-new 11th season coming soon to a massive and highly devoted audience.”
Satellite of Love and Dekel have been working closely on the development of global licensing programs for “MST3K.” They will be meeting potential partners, licensees and retailers at Licensing Expo 2016 in Las Vegas to discuss brand extension opportunities across all categories, including publishing, digital gaming, apparel and accessories, collector products, art and room décor.
“Mystery Science Theater 3000,” which launched on a Minneapolis UHF station in 1988, featured Hodgson and, later, Mike Nelson with two robot sidekicks as they riffed on cheesy B-movies by providing their own hilarious commentary.
It then moved to Comedy Central and finished its run on the Sci-Fi Channel (now Syfy) in 1999 after 197 episodes. Hodgson recently acquired the rights to the show in a joint venture with Shout! Factory.