New 20 episode series launches, while agency plans multi-category licensing campaign.
Bulldog Licensing is to build a multi-category campaign around The Crystal Maze, with the hit 1990s game show returning to TV on Friday June 23.
Hosted by actor and comedian, Richard Ayoade, the new show will see teams of five take on the maze through four zones – Aztec, Medieval, Industrial and Futuristic – to win crystals. Each of these gives them five seconds in the Crystal Dome where players collect gold tokens to win prizes.
The original show was a huge hit during the 1990s and, since then, it has twice been named Greatest UK Game Show of All Time in polls by UKGameshows.com (in 2006 and 2010).
Last year, The Crystal Maze expanded outside of TV with a special live experience in London and Manchester.
Bulldog has already targeted a number of early categories for the new show including stationery, gift, apparel and publishing, with many others under consideration.
The target markets are likely to be teens, tweens and young adults of both sexes, as well as fans of the original show.
“The Crystal Maze still enjoys fantastically high awareness across many age groups,” said Rob Corney, group md of Bulldog Licensing. “It’s now going to gain a whole new audience with this major relaunch, which, we are certain, will put The Crystal Maze where it belongs: among the great TV shows – and brands – of the 21st century.”
Bulldog is licensing The Crystal Maze on behalf of producers Fizz TV/RDF and brand owners Banijay.
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