Banijay launches its licensing and merchandising division Banijay Brands

Banijay today announces the launch of Banijay Brands, a division dedicated to all areas of commercial activity, including brand licensing, merchandising, gaming, gambling, and music. The division will be led by the newly appointed chief commercial officer, Owain Walbyoff.

The new operation will represent an extensive and diverse portfolio covering entertainment, scripted animation, game shows, and kids, from MasterChef, Peaky Blinders and Deal or No Deal, to Simon’s Cat, Mr Bean, and Crystal Maze.

Following the recent acquisition, Jane Smith, group director, brand licensing will lead the licensing area, overseeing key brands from the world’s largest international content catalogue, comprising of more than 88,000 hours of original programming. She will also work with the network of teams in local markets to further expand the business.

Smith joined Endemol Shine in 2018, where she has substantially driven the growth of properties such as MasterChef, Peaky Blinders and Simon’s Cat within licensing and merchandising. 

Banijay Brands will launch at next month’s Festival of Licensing with senior executives available for meetings at the virtual conference.

Walbyoff, said: “Without a doubt we are a market leader in this space, and I look forward to seeing how we bolster the IP even further. Jane is a highly-experienced, strategic executive with vast industry knowledge, and with some of the world’s biggest brands in our portfolio, the possibilities are endless.” 

Jane Smith, group director, brand licensing of Banijay Brands, added: “Banijay Brands represents an incredibly compelling catalogue of globally-renowned, cross-genre brands, which we will be bringing to the Festival of Licensing. By partnering with the very best licensees in the business, we aim to create innovative and impressive products that our audiences and fans will love.”

The Banijay Brands portfolio now includes MasterChef, Temptation Island, Peaky Blinders, Survivor, Deal or No Deal, The Inbetweeners, Big Brother, Mister Maker, Operation Triunfo, Eat Well for Less, Simon’s Cat, Mr Bean, Don’t, Sunday Brunch, Tipping Point, The Biggest Loser, Ready Steady Cook, Black Mirror, Miss France, Maddie’s Do You Know?, Wipeout and Crystal Maze.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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