ITV Studios Appointed as U.K. Licensing Agent for ‘The Masked Singer’ITV Studios Appointed as U.K. Licensing Agent for ‘The Masked Singer’
ITV Studios' Brand Licensing team will focus on expanding “The Masked Singer” brand across a range of product categories.
January 15, 2025

ITV Studios has announced its appointment as the U.K. licensing agent for “The Masked Singer,” following an agreement with Bandicoot Scotland. The show attracts millions of viewers every season on ITV and ITVX and has proven especially popular with younger audiences, with over 60% of the market share among children aged 4-6 and 6-9. The current series is airing on ITV1.
ITV Studios' Brand Licensing team will focus on expanding “The Masked Singer” brand across a range of product categories, including dress-up, softlines and accessories, back-to-school items, role-play toys and publishing.
“We are delighted to represent ‘The Masked Singer’ in the U.K. and to continue building on the show’s success by developing products that resonate with its dedicated fan base,” says Louise Black, senior vice president, brand licensing, global partnerships, ITV Studios. “This agreement reflects our commitment to bringing innovative and engaging brands to the market.”
“After six amazing series, ‘The Masked Singer’ universe is now stuffed full of incredible characters, costumes, catchphrases and celebs,” says Derek McLean, managing director and Daniel Nettleton, creative director, Bandicoot. “It feels like the perfect time to celebrate all this content. ITV have been wonderful partners since the show first launched in the UK and so this felt like a perfect opportunity to deepen that partnership.”
ITV Studios' Brand Licensing portfolio includes “Love Island’s” brand integrations and collaborations, “Hell’s Kitchen”-branded restaurants worldwide, “Schitt’s Creek” merchandise, “Coronation Street” and “Emmerdale tours” and a long lasting partnership for “The Voice of the Ocean” the entertainment experience on cruise ships.
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