By Allison Watkinson
TLL Reporter
Bandicoot Scotland has appointed ITV Studios as the official licensing agent for The Masked Singer TV series in the UK.
As the new UK representative for the reality TV franchise, ITV Studios’ licensing team will work to expand The Masked Singer brand across a wide range of product categories.
“After 6 amazing series, The Masked Singer universe is now stuffed full of incredible characters, costumes, catchphrases and celebs,” said Bandicoot’s Derek McLean and Daniel Nettleton. “And 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.”
The expansion will include new licensed products in categories such as softlines, published works, accessories, back-to-school items, dress-up, role-play toys and more.
Part of the international Masked Singer franchise, The Masked Singer Britain is a celebrity singing competition that obscures its competitors identities with intricate costumes and comprehensive NDA agreements.
Following its initial premier on ITV in 2020, the British adaptation of the Masked Singer reality show has rapidly expanded in popularity and now boasts millions of viewers through both ITV and ITVX.
“We are delighted to represent The Masked Singer in the UK and to continue building on the show’s success by developing products that resonate with its dedicated fan base,” said ITV Studios SVP, Louise Black. “This agreement reflects our commitment to bringing innovative and engaging brands to the market.”
The dedicated Brand & Licensing department of ITV Studios is responsible for managing all of the company’s commercial activities across the globe.
This includes providing sponsorships, brand licensing expertise, consumer product programs, gaming activations and live events for its portfolio of in-house and partner brands.
The company’s brand portfolio includes a diverse selection of entertainment IP including scripted content, game shows, children’s properties and non-scripted content.