Brandgenuity will build a robust lifestyle licensing program for the Netflix show. In its third season, "Too Hot to Handle," produced by Fremantle labels Thames and Talkback, is a reality show that follows single contestants on a tropical getaway.
Brands with Influence chose Brandgenuity for the agency's strategic approach and entertainment experience.
"Their team had seen the show and like the rest of us, are addicted – we loved that," says Martin Lowde, managing director, Brands with Influence. "But we also knew that they will be able to help us get to market quickly and in a totally brand-aligned way."
With season three streaming on Netflix, "Too Hot to Handle" is a Top 3 show in the U.S. (Top 10 in 64 countries) with more than 20 million followers across its contestants' social platforms.Season three, released in January, has more than 72 million hours viewed globally.
"We love everything about this show, and we know it's going to be in high demand by licensees since it's so top-of-mind for Gen Z viewers," says Allison Lort, vice president, business development, Brandgenuity. "Brandgenuity will seek partners in categories including swim and resort wear, beauty, beach gear, accessories and branded collaborations. The agency is confident they can leverage the spicy look and feel and carefree attitude of the show and its memorable content."
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