ITV Studios Appointed as UK Licensing Agent for The Masked Singer

ITV Studios has announced its appointment as the UK licensing agent for the highly popular television show The Masked Singer, following an agreement with Bandicoot Scotland. The popular show attracts millions of viewers every season on ITV and ITVX, and has proven especially popular with younger audiences, boasting over 60% market share among children aged 4-6 and 6-9 (source: BARB). A new series is currently on air on ITV1.

ITV Studios’ Brand Licensing team will focus on expanding The Masked Singer brand across a range of product categories, including dress-up, softlines, and accessories, back-to-school items, role-play toys, and publishing.

“We are delighted to represent The Masked Singer in the UK and to continue building on the show’s success by developing products that resonate with its dedicated fan base,” said Louise Black, SVP Brand Licensing, Global Partnerships, ITV Studios. “This agreement reflects our commitment to bringing innovative and engaging brands to the market.” 

Derek McLean, MD and Daniel Nettleton, Creative Director at Bandicoot added: “After 6 amazing series, The Masked Singer universe is now stuffed full of incredible characters, costumes, catchphrases and celebs. And it feels like the perfect time to celebrate all this content. ITV have been wonderful partners since the show first launched in the UK and so this felt like a perfect opportunity to deepen that partnership.”

This addition strengthens ITV Studios’ Brand Licensing portfolio, which boasts global successes such as Love Island’s exciting brand integrations and collaborations, Hell’s Kitchen-branded restaurants worldwide, Schitt’s Creek fan-favourite merchandise, Coronation Street and Emmerdale tours, which attract tens of thousands of visitors annually, and a long lasting partnership for The Voice of the Ocean the premier entertainment experience on cruise ships.