Dragons' Den makes licensing debut - Licensing.biz

Dragons' Den makes licensing debut

2waytraffic also looking to boost gameshow brands including Who Wants to be a Millionaire?
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The brand licensing division of 2waytraffic is looking to step up its programmes across its portfolio, including boosting evergreen gameshow Who Wants to be a Millionaire? and launching Dragons' Den as a licensed property.

The firm - which is part of Sony Pictures Television - is aiming to discuss a range of opportunities with potential partners for Dragons' Den at Brand Licensing Europe later this month.

In addition, 2waytraffic is hoping to discuss co-branding and promotional opportunities with other IP licensors for Who Wants to be a Millionaire?, which is now in its 12th year. Further stationery and publishing deals are also on the cards, to add to the 100+ licensed products already available for the gameshow.

Also in its portfolio, deals have been signed for gifts, board games and publishing for Mr & Mrs, in addition to a Skills with Prizes agreement for pubs in the UK. Other opportunities exist in publishing, stationery, mobile and gaming.

Finally, lifestyle format You Are What You Eat is already a success in the publishing area - on a global basis - with seven bestselling books. The brand has been diversified into food ranges, white goods, DVDs and a Wii exercise game. Additional partners are being sought for publishing, textiles, cookware and food categories across multiple territories.

"It's great to be attending BLE with such strong primetime brands," said Ed Louwerse, MD of 2waytraffic International. "All have a range of market leading products attached, but there's still a lot of opportunity to develop them further. We also have a new stable of formats in development, which we are looking forward to talking to potential key partners about."

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