NEWS

Banijay Brands strengthens Peaky Blinders portfolio with raft of new deals

Published on: 23rd May 2022

Banijay Brands has today announced new licensing deals for global hit drama Peaky Blinders, in collaboration with series owner and producer Caryn Mandabach Productions. These new partnerships build on the brand’s hugely successful portfolio, as the global hit series heads towards its dramatic conclusion, with season six launching on Netflix on 10 June in the U.S. and other markets.

Banijay Brands has collaborated with the leading craftsmen at Conway Stewart for a global limited-edition Peaky Blinders branded range of luxury pens, available online now. In addition, the brand is building its apparel offering, partnering with Drew Pearsons for a UK range of high-quality, Peaky Blinders-inspired caps.

Recent additions to the Peaky Blinders portfolio include Endemol Shine North America’s partnership with Bushmills Irish Whiskey, for the first official whiskey for the hit series, which is set to launch in 2022 in the U.S.; the Peaky Blinders themed Risk board game, which is now available to pre-order ahead of its UK April release in GAME retail stores; the recent opening of Endemol Shine Brazil and Escape 60’s Peaky Blinders-themed escape room and the upcoming launch of Peaky Blinders: The King’s Ransom VR game from Maze Theory.

Further extending the world of Peaky Blinders, brand-owner and series producer Caryn Mandabach Productions recently announced a brand-new immersive theatre show Peaky Blinders: The Rise, opening in summer 2022 at The Vanguard Theatre, Camden, London, and Peaky Blinders: The Redemption of Thomas Shelby, a first-of-its-kind dance theatre show, running 2022/23, written and adapted for the stage by Steven Knight.

Alice Bernardi, Director of International Brand Licensing, Banijay Brands, says: “Peaky Blinders is a global phenomenon which translates incredibly well in the brand licensing space. It is a hot property right now, with a surge in demand from both audiences, and licensees who are keen to work with us. By collaborating with experienced and reliable partners, we are able to continue offering high-quality products and experiences for fans of the show to enjoy for years to come.”

Susan Waddell, Managing Director, Caryn Mandabach Productions, adds: “We are thrilled with the response to the most recent book and game launches and even more delighted to see these new products come to market, which we know our global Peaky Blinders fanbase will be delighted with.”

The current portfolio of official Peaky Blinders products is performing strongly, with the Peaky Blinders cookbook from White Lion Publishing (Quarto Group) becoming a March 2022 bestseller in the UK, hitting number nine in the top-ten hardback nonfiction charts, and number five in the food and drink category; the limited-edition Peaky Blinders Monopoly board game which was recently released in the UK completely sold out; and the Peaky Blinders official webstore had a record-breaking month during the airing of series six in the U.K.

The recently aired season six was the UK’s number one drama of the year for young adults, with over 17 million views on BBC iPlayer to date. The final chapter will be released on Netflix from 10 June in the U.S. and other key territories. Sold to more than 180 countries, the series, distributed by Banijay Rights, is widely available internationally on Netflix. Banijay represents a range of global ancillary rights for the Peaky Blinders brand.

The multi-award-winning gangster epic series was created and written by Steven Knight (Dirty Pretty Things, Eastern Promises and Locke). Peaky Blinders is owned and produced by Caryn Mandabach Productions and co-produced with Banijay’s Tiger Aspect Productions. Caryn Mandabach Productions owns the global Peaky Blinders brand.

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