Leading independent licensing agency Sagoo has partnered with content creation company Endemol Shine Group to represent leading brands “Simon’s Cat,” “MasterChef” and “Peaky Blinders” across select categories in France.

The brands join Sagoo’s portfolio, which includes “Rilakkuma,” Care Bears, Miffy, “Emily the Strange” and a myriad of music brands such as The Beatles, David Bowie, Jimi Hendrix, The Police, Led Zeppelin and many more.

“We are thrilled to be working with Endemol Shine Group on such prestigious brands across a wide audience, and we’re looking forward to presenting them to potential licensees to get the consumer products program up and running in France,” says Veronique Pichon, president, Sagoo.

Endemol Shine Group represent a range of global ancillary rights for “Peaky Blinders” and already has an emerging licensing program in France, attracting a loyal fan base on Arte, where it airs alongside Netflix. Endemol Shine already partners with Larousse in France with retail book and gifting ranges.

Sagoo will be working across select categories for the three brands, and the team will first focus on apparel, accessories, homewares, gifting, promotions and publishing.

“Sagoo have a fantastic reputation of extending brands with consumer products in France and we are thrilled they will represent the three premium titles of Peaky Blinders, MasterChef and Simon’s Cat,” says Jane Smith, director, brand licensing and strategy, Endemol Shine Group. “France is a key market to strengthen the growth of our brand licensing business and this partnership proves our ambitions for the territory.”

In July 2020, Endemol Shine Group was acquired by Banijay, creating the world’s largest international content producer and distributor spanning 22 territories with more than 120 production companies and a multi-genre catalog boasting more than 88,000 hours of original standout programming.

Endemol Shine Group will be an exhibitor at this year’s Festival of Licensing. To see what they and many others have to offer, register now!