Channel 4 has commissioned a run of all-new episodes of classic game show The Crystal Maze from Fizz (part of RDF Television).
The 12 x 60' order will extend the show's run of the network, with Bulldog working with producers Fizz to once again represent the brand in the licensing space.
Richard Ayoade will return to guide the intrepid explorers through four challenging zones as they collect crystals to exchange for time in the iconic Crystal Dome. The Crystal Maze will once again be shot at the purpose-built set spanning over 30,000 square feet at Bristol’s Bottle Yard Studios and the new order of 12 episodes also includes six celebrity specials.
“The Crystal Maze is a zeitgeist brand with a big following amongst a digitally-savvy, millennial audience,” commented Bulldog MD Rob Corney. “So there’s huge brand awareness out there amongst a young demographic with money to spend – making this a fantastic licensing opportunity.”
Licensing agent Bulldog has capitalised on the buzz surrounding the brand to build a strong licensing programme. Partners include Imagine8 for FSDUs featuring a range of Crystal Maze-branded products, as well as Rascals (games and puzzles) and Poetic Brands (apparel). In addition, recent ads for PayPal and Specsavers have both featured the brand, whilst the Co-op has been using the theme song in their ad campaigns.
Neale Simpson, executive producer added: “It was a huge privilege bringing this show back and it's been wonderful seeing young audiences engage with the new series and our magnificent Maze Master. We can't wait to get back to creating more crystal collecting chaos. Can we possibly top Rob stuck on a spinning planet?”
The Crystal Maze originally aired on Channel 4 from 1990 to 1995, and has since made a full return and has enjoyed viewing figures peaking at 4.3 million.
The show is particularly popular amongst young people and attracts a 16-34 audience more than 80 per cent higher than the slot average and, for under 16s, over 100 per cent higher. During broadcast, #crystalmaze regularly appears at number 1 in the Twitter Trends chart and was trending in the top ten UK YouTube charts for a week. More episodes filmed in 2017 will air later this year.