‘Vikings’ spin-off ‘Vikings: Valhalla’ to drop on Netflix on 25 February

Rocket’s stand at Brand Licensing Europe took visitors back in time, as the agency presented the much-awaited new addition to the global sensation that is MGM’s Vikings: brand-new series Vikings: Valhalla. 

Vikings: Valhalla will premiere on 25 February 2022 on Netflix, and fans are already eagerly awaiting the consumer products portfolio.

Following on from Vikings, which transported viewers through the epic adventures of  Ragnar Lothbrok, a Viking warrior and farmer, MGM’s Vikings: Valhalla is set to thrill the original series’ army of fans.

The series will feature an all-star cast including Sam Corlett as Leif Eriksson, Frida Gustavsson as Freydis Eriksdotter, Leo Suter as Harald Sigurdsson, Bradley Freegard as King Canute, Johannes Johannesson as Olaf Haraldson and Laura Berlin as Emma of Normandy.

The UK licensing programme is set to combine three key touchpoints, enabling fans to “look like a Viking, act like a Viking, and express their love of the series”. It will cover a range of categories including apparel and accessories, health and beauty, homewares, collectables, costumes, games, figures, publishing and stationery, interactive and gambling, as well as experiential events and collaborations. Existing licensees include GB Eye, Ecell Global and Winning Moves, with new licensees and categories coming on board soon.

A new style guide has been prepared for the new series, offering a wealth of assets across three main themes – Vikingr (harvest colours combined with woodland greens); Skjaldmaer (Rustic moods combined in neutral winter hues) and Meidmar (featuring the logos and Viking treasures).

Charlie Donaldson, Joint MD, Rocket Licensing, commented: “The anticipation for Vikings: Valhalla is palpable. The original series built up such a huge following as the most in-demand historical drama in the world, and the second most in-demand TV series in the world. The series had a stupendous 11.2 million viewers per episode, and all of those people are eagerly awaiting this follow-up now on Netflix, meaning the demand will be off the scale.

“We had a great response from potential licensees at BLE and are now looking forward to welcoming new partners to the Viking clan. There is so much potential for this brand and we’re excited to get the licensing programme into action.”

Robert Marick, MGM’s Executive Vice President Global Consumer Products and Experiences, says: “The Vikings series has been incredibly popular over the years, reaching millions of viewers and inspiring the pop culture lexicon.

“We are thrilled to work with our new licensing partners to bring fans an exciting slate of new products for the latest installment of the story, Vikings: Valhalla.”

During its successful run, Vikings garnered 11.2 million views per weekly episode.  Beginning 100 years after the original series concludes, Vikings: Valhalla, from MGM Television, dramatises the adventures of the most famous Vikings who ever lived: Leif Erikson, Freydis, Harald Harada and Norman King William the Conqueror (also a Viking descendant). Around the world, Vikings has accrued more than 30 licensees across apparel, collectables, publishing, novelty and gaming.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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