Fashion & Lifestyle | Highlights


15 Dec - 2023

All3Media International and BioWorld International have partnered to launch the official apparel line for The Traitors in the UK market.

The deal, which was brokered by licensing agency, Metrostarcovers adult and kids apparel and includes daywear, outerwear and loungewear. The first product launch will be The Traitors T-shirt, available at ASDA stores across the UK in the new year.

Richard Radford, Head of Licensing at BioWorld commented, “The Traitors has quickly become one of the most thrilling series in recent memory. Audiences across the UK have become totally immersed in the addictive gameplay, and so we are delighted to bring fans the chance to showcase they’re part of a faithful fanbase through this apparel line. With a second season premiering early next year we have every faith The Traitors obsession will continue.

Jason Easy, VP Licensing at All3Media International, “We’re thrilled to partner with BioWorld on The Traitors official apparel wear as we continue to expand our evolving licensing programme and bring fans the chance to immerse themselves in the dramatic, nail-biting and addictive world of The Traitors.

Created in the Netherlands by IDTV, an All3Media company, The Traitors format was further developed with the RTL Creative Unit and originally produced by IDTV for RTL4.   Since its launch in the Netherlands on RTL 4 in 2021, the format has proved its international appeal with over 25 adaptations and numerous returning seasons. 

Hit international adaptations of the format include Studio Lambert’s Emmy-nominated US version for NBC Universal’s streaming service Peacock, which has been commissioned for a second series and their BAFTA winning UK version for BBC One and iPlayer. Following its successful debut in late 2022, with season one drawing in 34 million viewers on BBC iPlayer. The Traitors will return for a second season to BBC One and BBC iPlayer early next year, once again hosted by popular UK presenter, Claudia Winkleman and has been commissioned for a third season. 

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