Bulldog Enters its Second Decade Licensing Darts Brand 'Bullseye'

Bulldog Licensing, the licensing agent for the darts game show and brand "Bullseye," has announced that it is entering into its second decade partnering with the property, moving into 2025.

The announcement follows the news that former England cricket captain and "Top Gear" presenter Andrew 'Freddie' Flintoff has signed to present a special Christmas episode of the darts-themed quiz show for ITV.

Flintoff, 46, has told news outlets that "Bullseye" was one of his favorite shows as a kid and that he "can't quite believe" he has secured the hosting gig.

This TV return will also raise awareness of the successful Bulldog-led licensing campaign, rounding off a busy ten years for Bullseye as a brand. "Bullseye" first aired on ITV in the 1980s to a peak audience of 19.8 million and has remained popular, notably on Sky Challenge, since 2006.

The IP has seen licensing successes across diverse categories including apparel, gifts, games, publishing, food and drink, an interactive darts game and a dedicated "Bullseye" online store.

This year, U.K. holiday park operator Away Resorts launched its own "Bullseye"-inspired game show as part of its evening entertainment offering. Following an earlier trial at Tattershall Lakes, the format was rolled out to three additional Away Resorts locations throughout the summer, with further locations coming in 2025.

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More recently, a new company, Bully Beer & Crisps, brought the brand into a partnership with a craft lager and a session lager brewed using a combination of 100% British Challenger and First Gold hops, along with small-batch hand-cooked crisps in four flavors. Colorful packaging adorns both products, including the "Bullseye" mascot Bully.

Bullseye and Bulldog have also been working with the Defence Darts Community (DDC), a growing organization of darts enthusiasts from serving military and veteran personnel across the British Army, Royal Navy and Royal Air Force. It aims to see darts enjoy official military-recognized status and to see service personnel officially represent their service at darts while also promoting the benefits of darts as a great way of encouraging camaraderie and friendship.

"We are working with National Merchandise on Bullseye support for the PDC World Championship in December – and many other plans are in the pipeline for 2025," says Rob Corney, managing director, Bulldog Licensing. "' Bullseye' has been enormously popular for over 40 years, remains a favorite with darts fans of all ages and has also been an enduring success as a licensed property. And now a whole new generation is about to share the fun, participation, humor and entertainment of this classic game as 'Freddie' Flintoff brings 'Bullseye' to screens for Christmas and shows fans old and new why you can't beat a bit of Bully!"

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