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The "OC" Onslaught

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Brace yourselves.Popular teen serial "The OC" returnstonight for its second season on Fox at 8 PM.

And now it's leaping off the screen and into our dimension as (shudder) a brand. Women's Wear Daily reports that "a higher-end clothing line inspired by the program will launch for spring after the debut last week of a subscription-based Web site called Members of the Web site will receive The OC Insider Magazine, which rolls out on Monday.

Setting a precedent for scripted shows, Warner Bros. Television, which produces “The O.C.,’’ wants to parlay the momentum the one-hour drama series built in its first season to generate interest in the extended properties."

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For just $24.95 a year, impressionable fans can obtain music downloads from the program, customized ring tones and access to an online radio station playing hits from “The O.C.’ Aspiring "OCensters" can get hair, makeup and style tips written by the show’s staff. There is also lower-priced apparel merchandise sold exclusively on the site, such as ribbed tanks, ringer and long-sleeve T-shirts and thermals.

A fashion line is also in the works.

“We want to create a collection that’s aspirational and conveys a premium surf couture style, one that you’d find cool in and of itself and purchase it,” said Karine Joret, senior vice president of worldwide public relations for Warner Bros. Consumer Products

"The OC Insider Magazine" will revolve around the Orange County lifestyle and its residents.

Jeez, the only things missing from this mega-licensing program are tiny Summer and Seth action figures and "Tickle Me Ryan" dolls.