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Peaky Blinders licensing drive welcomes new ranges

Raft of new product ready to launch for hit show, while Endemol Shine Group working with French retailer Jules and Thornbridge Brewery.

Endemol Shine Group has revealed a range of new products inspired by the multi-award winning hit series, Peaky Blinders.

Collectable developer BIG Chief Studios has created a Tommy Shelby figurine – the first in a series of collectable figures from the show, with others in development. Outfitted in a hand-tailored costume, the collectable is available for pre-order, with actor Cillian Murphy signing limited editions.

Meanwhile, Clementoni has secured the European rights to make a range of Peaky Blinders jigsaw puzzles. The first is due for release shortly with Aldi in the UK, in addition to being available on Amazon later in the year.

Growing the brand’s international presence, Endemol Shine Group is also working with French men’s fashion retailer, Jules, to develop and release a Peaky Blinders line of sweatshirts and t-shirts. These will launch later this year across all Jules stores in France and via its website.

Earlier this year, it was confirmed that Thornbridge Brewery would be releasing the first official beer for the Peaky Blinders brand. Shelby, A 5% India Pale Ale, which is now available via Thornbridge’s website and in France via leading beer retailer Saveur Bière, has also secured listings for limited edition Father’s Day gift sets in Asda and Morrisons in the UK.

In addition, Morrisons has confirmed further listings of the beer in stores from September.

Further Father’s Day offerings which will be available exclusively online this year include limited edition Peaky Blinders t-shirts through the official webstore and e-cards which are available at Moonpig,, Card Factory and Funky Pigeon.

Fans of the show can browse all the latest ranges of official merchandise, print on demand and products available on the official Peaky Blinders webstore which now can also be accessed via the recently unveiled official website for the show, created by Peaky Blinders brand owner and producer Caryn Mandabach Productions.

Recent additions to the apparel range include two exclusive t-shirt designs, developed to support the current COVID-19 crisis, with all profits going to NHS Charities Together.

A curated Peaky Blinders store on can also be accessed by fans through the official fan website.

“Following the season 5 ratings success on BBC One and its rollout on Netflix, the Peaky Blinders brand is stronger than ever, and we have some very exciting projects in the pipeline,” said Jane Smith, group director, brand licensing and gaming at Endemol Shine Group. “The latest deals are testament to the continued demand for Peaky Blinders and demonstrate the calibre of our licensees, our increased focus on e-commerce and ongoing retail support for the brand.”

Susan Waddell, commercial director at Caryn Mandabach Productions, added: ”We are thrilled to be able to bring the fans a fantastic and growing range of product through the recently launched Peaky Blinders fan website, the official webstore and the Amazon store.”

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