All3media International Announces New Apparel Deals for ‘The Traitors’ in the U.K.

All3Media International and rights holder of “The Traitors” has announced four new U.K. apparel deals for the show, covering nightwear, socks, Christmas sweaters and underwear.

Licensing apparel specialists TDP Textiles and Aykroyds & Sons Limited will be launching “The Traitors” nightwear line through a joint deal between the two companies. Roy Boys, the character gifting brand owned by Roy Lowe & Sons, will launch a line of a men’s and ladies’ socks and U.K. Underwear brand, OddBalls, founded to raise awareness of testicular cancer, will collaborate with All3Media International on men and women’s underwear line.

In addition, NOTJUST will partner with All3Media International to release “The Traitors” Christmas sweaters. Available later this year, these ethically designed and knitted jumpers will include a Fair Isle design, inspired by Claudia Winkelman’s (the host of the U.K. version of “The Traitors”) Traitor’s style, with a matching knitted hood and fingerless gloves. The collection will also feature a second novelty jumper decorated with well-known Traitors’ motifs and an attached hood inspired by the infamous cloaks from the hit show. 

In addition to these, All3Media International will partner with gifting company Kimm & Miller on “The Traitors” character gift range.

Related:All3Media Launches ‘The Traitors’ Online Store

The Traitors nightwear from Aykroyds & Sons, The Traitors underwear from OddBalls and The Traitors socks Roy Boys, All3Media

These new deals join a raft of ancillary products for “The Traitors” that All3Media International has brought to market. Last year Ginger Fox’s card game, Rubies’ cloaks, Goliath’s board game, Penguin Random House’s Interactive Game Book, Bioworld’s T-Shirts and an online game launched in line with the second series of the show on the BBC.

“I’m thrilled to welcome this next round of licensees on board The Traitors,” says Jason Easy, vice president, licensing, All3Media. “These new deals cement the brand’s strength and rapid expansion in the licensing market and with consumer demand present throughout the year, I am delighted that these collaborations and partnerships will allow fans to immerse themselves (and their wardrobes) in some of ‘The Traitors’ most iconic looks.”

All3Media International also launched an online store earlier this year, which contains additional products via Event Merchandising including “The Traitors” hat, beanie, tote bag and water bottle. “The Traitors immersive experience” is set to launch through The Everywhere Group.