22 Oct - 2019

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Sony Pictures consumer producers unveils global licensing and merchandising program for Breaking Bad in anticipation of El Camino

To celebrate the launch of the Netflix television event El Camino: A Breaking Bad Movie, Sony Pictures Consumer Products (SPCP) has attracted a fleet of licensees to deliver a worldwide licensing and merchandising program timed to its highly-anticipated release. From director Vince Gilligan and starring Aaron Paul, El Camino arrived on Netflix at midnight PT and in select theaters nationwide on October 11, 2019.

As part of its broad, multi-category licensing program, SPCP has enlisted the team best known for the nostalgic interactive experiences Saved by the Max, Good Burger and Peach Pit to bring Breaking Bad to life with the first-ever Breaking Bad Experience. Completely immersing  fans in the TV franchise, the experience will include various set recreations from all five seasons and a variety of show-inspired menu items. The Breaking Bad Experience is set to open to the public on Thursday, October 17th in West Hollywood, California and tickets can be purchased at www.BreakingBadExperience.com.

“The appetite for Breaking Bad merchandise has never wavered, so we hope that El Camino will delight die-hard Breaking Bad fans and bring a new audience to the franchise as well.” said Jamie Stevens, Executive Vice President, Sony Pictures Consumer Products.SPCP has developed an incredible assortment of modern products in collaboration with our all-star licensees, allowing fans to show their love for Breaking Bad in various forms.”

Fans will be able to quench their thirst with Schraderbräu, the mythical homebrew of Walter White’s DEA Agent brother-in-law, Hank Schrader. Schraderbräu will be available primarily in 22oz. bottles at Craftshack.com, Costco locations in New Mexico, and select California retailers upon launch. The beer is a German-style Marzen with 6.2% alcohol by volume, brewed at California’s Figueroa Mountain Brewing Co., based in Buellton.

Accompanying the launch of El Camino will be a collaboration with K-Swiss to release a limited amount of footwear inspired by the series in partnership with Foot Locker and their limited edition app Project Greenhouse. The first pair will be timed with the release of El Camino and is inspired by the iconic RV in which Walt and Jesse first cooked, while the second drop will take place in 2020 and is inspired by the distinctive yellow hazmat suit worn by the characters.

Continuing to give fans direct access to Breaking Bad, online retailer, Araca has added new and exciting merchandise to the official store leading up to the release of El Camino. Products can be purchased at http://www.breakingbadstore.com. Spencer’s will support the Netflix release with a digital marketing program including a themed email blast and posts across all social media platforms.

Additional licensees for Breaking Bad include:

  • The Breaking Bad: Criminal Elements mobile game from FTX will have an in-game update introducting new movie-specific characters and challenges tied to El Camino.

  • Issac Morris will release Breaking Bad apparel collections, featuring t-shirts, sweatshirts, socks and more.

  • Allowing fans to unleash their competitive side, USAopoly will debut Monopoly and Trivial Pursuit  board games inspired by Breaking Bad early next year.

Additional licensing partners, categories and updates for Breaking Bad will continue to be announced throughout the year.

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