The BBC is to merchandise dedicated news and current affairs sleepware using branding around the flagship programme Newsnight. The Newsnightie, available in a choice of styles, including Jeremy Paxman and Emily Maitlis, is the first adult slumber apparel to be merchandised with the news agenda in mind.
"The brand/synergy locus is around the show's iconic name and its late night slot," said Dirk Von Slynk of European marketing giants Bigspend. "Dedicated Newsnight fans can don dedicated nightwear just before the show, while less serious news consumers get the news, where they are. Watching Newsnight in your newsnightie will add value to your personal involvement with up to the minute events worldwide."
It's understood presenters and guests won't be required to wear the garment, after staff protests related to Margaret Hodge. The idea is part of a move to monetize news and current affairs brands across the BBC. It's understood that a Tardis-branded biographical reference work is soon to be marketed, called Dr Who's Who's Who.