Wiktionary
a. (context UK English) Exceedingly eager, or having a keen desire or appetite for something
Wikipedia
Mad for It is a British game show for children which was produced by Carlton Television broadcast on CITV from 2 September 1998 to 31 March 2000. Series 1 was hosted by former Nickelodeon presenters Mike McClean and Yiolanda Tokkallos. Series 2 was hosted by Mike McClean, Danielle Nicholls and Nigel Mitchell. There was also a regular character called Pie Boy, played by Alex Verrey, who would go around hitting random people in the studio with flans in a manner similar to The Phantom Flan Flinger from Tiswas.
Usage examples of "mad for it".
I am a lover of lace, that is Brussels point de gaze, or very like it, yes, I'm rather mad for it.
To carry away the word of all that has happened here, though they call you mad for it.