Metrostar brings BAFTA winning The Traitors to licensing in the UK

Licensing agency, Metrostar, has secured the rights to represent the hit BBC One and BBC iPlayer show The Traitors in the UK and Eire.

The agency is partnering with the series’ global distributor, All3Media International, to create a consumer products programme covering giftware, dress up and apparel rights for the hit show.

The news follows on from The Traitors winning Entertainment Performance for its host, Claudia Winkleman, and Reality and Constructed Factual at the BAFTAs last night (14 May).

In The Traitors, contestants must work together to complete challenges to add money to a prize pot worth up to £120,000. But to win the prize pot, players must survive to the end of the game and avoid being ‘murdered’ or ‘banished’. The “intense psychological game”, set in a castle in the Scottish Highlands, has become a bona fide ratings hit, with 34 million people viewing The Traitors on BBC iPlayer.

The BBC’s biggest new entertainment launch in two years, The Traitors performed exceptionally well with young adults, children and families.

It ranked among BBC One’s top ten programmes among adults aged 16 to 34 in 2022 . It scored a 30.6% share of adults aged 16-34, outperforming the slot average by 75%. The Traitors also achieved a 22.9% share of kids aged 4 to 15, exceeding the channel average by 28% and it earned a 20.5% share of adults co-viewing with children, which was up on the benchmark by 20%.

“I lost a week’s worth of evenings to The Traitors when I binge-watched the entire series in the run up to Christmas,” commented Claire Potter, founder and ceo at Metrostar. “This is the best television I have seen in a very long time and with its riveting game play, popular slogans and young demographic, it is a natural fit for licensing.”

Jane Sharp, vp commercial licensing at All3Media, continued: “The reaction to the BBC’s series has been incredible. With brilliant ratings, critical acclaim and consistent trending on social media, there is huge appetite for The Traitors products, so we are delighted to have Metrostar on board as the series’ licensing partner for giftware, dress up and apparel rights. We can’t wait to see where Claire and her faithful team take The Traitors in 2023 and beyond.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

Sanrio is to host a range of programmes across the year in the US for fans of Hello Kitty, marking the character's 50th anniversary....
Professional men's golf tour, LIV Golf has secured a multi-year partnership with Panini, which sees the company become the exclusive trading card partner for the league....
Pitched as the 'ultimate' guitar experience and located near London's Oxford Street, it marks the first ever Gibson Garage Experience store overseas....
Designer brand Fendi unveiled a unique charm created in collaboration with Perfetti Van Melle and its Chupa Chups brand at Milan Fashion Week....
Italian licensing agency Maurizio Distefano Licensing is marking the 10th anniversary of its foundation in 2024, and has further growth and innovation in its plans....
There are now just two weeks left to get your entries and nominations in for the Brand & Lifestyle Licensing Awards 2024 - with the entry portal due to close on Friday 8 March....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.