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Endemol Shine Group Unveils New ‘Peaky Blinders’ Ranges

More licensees have been added to the “Peaky Blinders” lineup.

Global content creator, producer and distributor Endemol Shine Group has announced a range of new products inspired by the series “Peaky Blinders.”

“Following the season 5 ratings success on BBC One and its rollout on Netflix, the ‘Peaky Blinders’ brand is stronger than ever, and we have some very exciting projects in the pipeline,” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “The latest deals are testament to the continued demand for ‘Peaky Blinders’ and demonstrate the caliber of our licensees, our increased focus on e-commerce and ongoing retail support for the brand.”

Collectibles developers BIG Chief Studios have created a Tommy Shelby figurine, the first in a series of collectible figures from the series, with other characters in development.

Puzzle makers Clementoni have secured the European rights to make a range of “Peaky Blinders” jigsaw puzzles. The first of these is due for release shortly with Aldi in the U.K., in addition to being available on Amazon later in the year.

Growing the brand’s international presence, Endemol Shine Group is also working with men’s fashion French retailer Jules to develop and release a “Peaky Blinders” range of sweatshirts and t-shirts, which will be available later this year across all Jules stores in France and via their website.

Earlier this year, it was announced that Thornbridge Brewery would be releasing the first official beer for the “Peaky Blinders” brand. Shelby, a five-percent India Pale Ale, which is now available via Thornbridge’s website and in France via lbeer retailer Saveur Bière, has also secured listings for limited-edition Father’s Day giftsets in Asda and Morrisons in the U.K. In addition, Morrisons have confirmed further listings of the beer in stores from September.

Further Father’s Day offerings, which will be available exclusively online this year, include limited-edition “Peaky Blinders” t-shirts through the official webstore and e-cards which are available at Moonpig,, Card Factory and Funky Pigeon.

Fans of the show can browse all the latest ranges of official merchandise, print on demand and products available on the official “Peaky Blinders” webstore which now can also be accessed via the recently unveiled official website for the show. Recent additions to the apparel range include two exclusive t-shirt designs, developed to support the current COVID-19 crisis, with all profits going to NHS Charities Together.

Fans can also access, through the official fan website, a curated “Peaky Blinders” store on which offers a range of official music, books, games, DVDs and more.

“We are thrilled to be able to bring the fans a fantastic and growing range of product through the recently launched ‘Peaky Blinders’ fan website, the official webstore and the Amazon store,” says Susan Waddell, commercial director, Caryn Mandabach Productions.

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