All3Media International has partnered with Posh Paws and its parent company Whitehouse Leisure on the first plush line deal for The Traitors.
Posh Paws has a wide distribution base ranging from local toy and gift shops to high street and online retailers. Whitehouse Leisure is the leading manufacturer and distributor of amusement and redemption products across UK, Europe and the Middle East, renowned for its impressive product catalogue of licensed and trending own-brand products for the amusement and leisure sector.
Products from The Traitors plush line set to launch in the UK include a variety of cloaked toys, in addition to owls and peacocks, both of which have become iconic fixtures in the BBC’s BAFTA-winning version.
All3Media International handles a thriving licensing program for The Traitors including multiple publishing deals, a board game, card game, mobile game, apparel wear and books, and The Traitors Live Experience, which launched this summer in London.
On screen The Traitors (Dutch title: De Verraders) was created and developed by IDTV and POSVIDEO in cooperation with RTL Creative Unit. The smash-hit reality series has taken the world by storm since its debut on RTL 4 in the Netherlands in 2021. All3Media International is global partner for The Traitors and in addition to a thriving licensing programme handles format and tape sales worldwide. Over 50 territories have broadcast episodes of The Traitors via tape sales, and over 30 territories across six continents have commissioned local format versions.
Earlier this month in the UK, an average of 11.1 million people tuned in to watch the final episode of this year’s celebrity version on BBC – the biggest live audience of the year for a single UK TV show. In the US, the series has earned five Emmys Awards, including Outstanding Reality Competition Program and Outstanding Host (Alan Cumming). Both UK and US versions are produced by Studio Lambert, part of All3Media.
Jason Easy, VP Licensing (Sales) at All3Media International added:
“The Traitors offers such a richly drawn, atmospheric on-screen world, filled with distinct visuals and details. As we continue to expand this world beyond the screen, we are always looking for fresh and original ways to bring it to life. Our partnership with Posh Paws does exactly that—bringing the iconic figures from The Traitors into the real world through this unique line of plush toys.”
“Posh Paws and Whitehouse Leisure International are delighted to partner with All3Media International to bring The Traitors official plush line of toys and gifts to market next year across the retail and leisure sector,” said Lauren Shipman, Group Brand & Marketing Director. “The show has a loyal fanbase of all ages and we are really excited to create a range of fun and collectable products for. With the rapid growth of the “Kidult” category, we will be developing a high-quality range of plush to appeal to tweens, teens and adults that focus on the iconic traitor cloaks and symbols from the hit UK version of show. We hope to explore opportunities across European markets, as the show continues to dominate TV screens across the globe.”
