ITV Studios has been appointed the UK licensing agent for popular TV show, The Masked Singer.
The hit show attracts millions of viewers every season on ITV and ITVX, and has proven especially popular with younger audiences, boasting over 60% market share among children aged 4-6 and 6-9 (source: BARB). A new series is currently on air on ITV1 on Saturday evenings.
Following the deal with Bandicoot Scotland, ITV Studios’ brand licensing team will focus on expanding The Masked Singer across a range of product categories including dress-up, softlines, and accessories, back-to-school items, role-play toys and publishing.
“We are delighted to represent The Masked Singer in the UK and to continue building on the show’s success by developing products that resonate with its dedicated fan base,” commented Louise Black, svp brand licensing, global partnerships, ITV Studios. “This agreement reflects our commitment to bringing innovative and engaging brands to the market.”
Derek McLean, md and Daniel Nettleton, creative director at Bandicoot, added: “After six amazing series, The Masked Singer universe is now stuffed full of incredible characters, costumes, catchphrases and celebs. And it feels like the perfect time to celebrate all this content. ITV have been wonderful partners since the show first launched in the UK and so this felt like a perfect opportunity to deepen that partnership.”
The Masked Singer joins brands including Love Island, Hell’s Kitchen, Schitt’s Creek, Coronation Street, Emmerdale and The Voice in ITV Studios’ licensing portfolio.
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