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Highlights | Industry News

BANIJAY BRANDS GROWS PEAKY BLINDERS INTERNATIONAL LICENSING PROGRAMME

30 Sep - 2021

New licensees have been appointed for Peaky Blinders brand across apparel, gifting, and accessories, with further ranges added with existing partners

Banijay Brands, in collaboration with Peaky Blinders brand and series owner and producer Caryn Mandabach Productions, announces a raft of new deals for the award-winning, epic family gangster drama, Peaky Blinders. Building on the hugely successful licensing programme, new licensees have been appointed across apparel, gifting, and accessories, with further ranges added with existing partners.

Alice Bernardi, Director of International Brand Licensing, Banijay Brands comments: “With the upcoming sixth season, there is real momentum behind the Peaky Blinders licensing programme. Fans are incredibly passionate about the series and have high expectations for the off-air extensions we deliver. By working with the best partners, our products and experiences truly capture the essence of the show, and the ever-increasing demand is testament to that.”

Susan Waddell, Commercial Director, Caryn Mandabach Productions adds: “We couldn’t be more excited to have these new product ranges launch and for these experiences to return for fans to enjoy, ahead of the next series of the beloved Peaky Blinders”.

In publishing, illustrated book publisher Quarto will release the first official Peaky Blinders cookery book following the success of last year’s cocktail book. And Michael O’Mara is re-releasing the official companion book to the TV series, ‘By Order of the Peaky Blinders’, updated with new artwork and season five content.

Grooming is proving popular category for the Peaky Blinders brand with leading manufacturer of professional styling and personal care products Wahl signed for co-branded clippers and trimmers to launch at retail in 2022.

Across the gifting category, Spanish distribution specialist Grupo Erik is launching a selection of products such as stationery and home and office accessories across Italy, Spain, and Portugal. Building on its hugely popular lines, French publishing and products specialist Larousse, part of Hachette Livre, is expanding its collection to include a Peaky Blinders themed board game and card game.

With demand surging once again for experiential offerings, both the Black Country Living Museum and Brit Movie Tours have extended their official Peaky Blinders experiences. Black Country Living Museum’s Peaky Blinders themed nights start in September with tickets selling quickly, and the Peaky Blinders Official Tours in Liverpool with Brit Movie Tours, will continue to attract the TV series enthusiasts. Escape Live continue to offer Peaky Blinders escape games exclusively in Birmingham and will be taking the experience to an additional venue in Liverpool which is set to open later this year.

The Peaky Blinders licensing programme has recently been shortlisted for several industry awards including Best Teen or Adult Licensed Property, Best Licensed Paper Products or Stationary Range, with Danilo Promotions, and Best Licensed Food or Drink Range for the Peaky Blinders Wine from Vignobles Bardet in The Licensing Awards 2021. And in the 2021 Licensing International Excellence Awards, Vignobles Bardet’s Peaky Blinders Wine is shortlisted in the Best Licensed Product – Food & Beverage category, alongside a nomination for Peaky Blinders for Best Licensed Brand – Entertainment, Character Live Action.

The Peaky Blinders brand enjoys international success across multiple categories including gifting, live experience, apparel, accessories, and essentials. Officially licensed products are proving a hit with consumers and retailers, with over 40 licensees across multiple territories.

Peaky Blinders was created and written by Steven Knight (Dirty Pretty Things, Eastern Promises and Locke). The multi award-winning BBC One series is produced by Peaky Blinders official series and brand owner, Caryn Mandabach Productions, and co-produced with Banijay’s Tiger Aspect Productions. Peaky Blinders is distributed by Banijay Rights and has sold in more than 183 countries and is widely available internationally on Netflix including in the USA.

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