Banijay Brands shares winning strategies at Festival of Licensing.

License Global

October 10, 2020

1 Min Read

At the final keynote for Week One of Festival of Licensing, Jane Smith, group director, brand licensing, Banijay Brands, sat down with Ben Roberts, content editor, EMEA, License Global, for a fireside chat.

Smith talked about the merge between Banijay and Endemol Shine, home to properties such as “Peaky Blinders,” “MasterChef” and “Simon’s Cat,” and how its licensing program can help build consumer engagement. 

“You see the power a brand can bring,” says Smith. “There’s no magic formula. You get a deeper engagement with the content you’re watching. You’ll see a kid watching a show will bring their siblings and friends in.” 

However, Smith points out that not all programs under the Banijay Brands umbrella should get a licensing program. 

“We all love watching a documentary or drama series, but that doesn’t mean you want to wear a t-shirt,” says Smith. “You want to have a fantastic viewer experience. You get that deep engagement when you see people who want to experience it off-screen.”  

Some brands don’t immediately have a licensing rollout in place. In one case, Smith shared how one of the company’s shows didn’t have a licensing program until the show was well-established.

“Licensing only really works if you’re authentic with the brand,” says Smith. “For ‘Peaky Binders, we waited until season four before that brand caught fire, when we saw all the [copyright] infringement when we realized there was a demand for product.”

To hear more from Smith, visit and register for the month-long event for free. 

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.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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