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Banijay Brands Strengthens ‘Peaky Blinders’ Licensing Portfolio

New licensees added amidst growing success of official ranges.

License Global

May 23, 2022

3 Min Read
Image for "Peaky Blinders: The King's Ransom."
Image for "Peaky Blinders: The King's Ransom."Banijay

Banijay Brands has announced new licensing deals for drama “Peaky Blinders,” in collaboration with series owner and producer Caryn Mandabach Productions. These new partnerships build on the brand’s portfolio, as the series heads towards its conclusion, with season six launching on Netflix on June 10 in the U.S. and other markets. 

“‘Peaky Blinders’ is a global phenomenon that translates incredibly well in the brand licensing space,” says Alice Bernardi, director, international brand licensing, Banijay Brands. “It is a hot property right now, with a surge in demand from both audiences, and licensees who are keen to work with us. By collaborating with experienced and reliable partners, we are able to continue offering high-quality products and experiences for fans of the show to enjoy for years to come.” 

Banijay Brands has collaborated with craftsmen at Conway Stewart for a global limited-edition “Peaky Blinders” branded range of luxury pens, available online now. In addition, the brand builds its apparel offering, partnering with Drew Pearsons for a U.K. range of “Peaky Blinders” inspired caps.  

Recent additions to the “Peaky Blinders” portfolio include Endemol Shine North America’s partnership with Bushmills Irish Whiskey, for the first official whiskey for the hit series, which is set to launch in 2022 in the U.S.; the “Peaky Blinders” themed Risk board game that is now available; the recent opening of Endemol Shine Brazil and Escape 60’s Peaky Blinders themed escape room and the upcoming launch of “Peaky Blinders: The King’s Ransom” VR game from Maze Theory. 

Further extending the world of “Peaky Blinders,” brand-owner and series producer Caryn Mandabach Productions recently announced a brand-new immersive theater show “Peaky Blinders: The Rise,” opening in summer 2022 at The Vanguard Theatre, Camden and “Peaky Blinders: The Redemption of Thomas Shelby,” a first-of-its-kind dance theater show, running 2022/23, written and adapted for the stage by Steven Knight. 

“We are thrilled with the response to the most recent book and game launches and even more delighted to see these new products come to market which we know our global ‘Peaky Blinders’ fanbase will be delighted with,” says Susan Waddell, managing director, Caryn Mandabach Productions.  

The current portfolio of official Peaky Blinders products is performing strongly, with the ‘Peaky Blinders’ cookbook from White Lion Publishing (Quarto Group) becoming a March 2022 bestseller in the U.K., hitting number nine in the top-ten hardback nonfiction charts and number five in the food and drink category; the limited-edition ‘Peaky Blinders’ Monopoly board game which was recently released in the U.K. completely sold out; and the ‘Peaky Blinders’ official webstore had a record-breaking month during the airing of series six in the U.K. 

The recently aired season six was the U.K.’s No. 1 drama of the year for young adults, with over 17 million views on BBC iPlayer to date. The final chapter will be released on Netflix from the June 10 in the U.S. and other key territories. Sold to more than 180 countries, the series, distributed by Banijay Rights, is widely available internationally on Netflix. Banijay represents a range of global ancillary rights for the “Peaky Blinders” brand. 

Banijay Brands is exhibiting at Licensing Expo 2022. Find out more information here.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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