Rubies and All3Media announce Traitors Cloaks
All3Media International and Rubies Masquerade UK have partnered to launch the official dress-up for the BBC hit reality series, The Traitors. The deal was brokered by licensing agency, Metrostar.
The eponymous green cloaks worn by traitor cast members in the show have been re-created by Rubies technical teams. The result is stunning replica cloaks in two sizes which will be launched this month, ahead of Halloween and in anticipation of the second UK TV series.
The cloaks feature the classic bottle green colour, with an oversized hood and gold foil finishing with the official Traitors logo, adding a premium touch. As we go into the peak gifting period for trade and consumers, the refreshed, multifaceted, packaging is optimized for display in retail, with a sleek box design and hanging feature, allowing for more ways to showcase the product than ever before. For consumers, the box makes it the ideal festive presented for fans of the series.
The BBC smash-hit series was produced by Studio Lambert Scotland and first aired in November 2022. A breakout hit, The Traitors drew in 34 million views on iPlayer* and is confirmed to return for a second season. Earlier this year the series was awarded two BAFTA’s for Best Reality and Constructed Factual and Best Entertainment performance by Claudia Winkleman, as well as a British Press Guild Award and Edinburgh TV Award for Best Entertainment, and has been shortlisted at the forthcoming National TV Awards. Following the success of the UK series, iPlayer has since released the US and Australian series and The Traitors has been commissioned for local series in over 25 territories.
Justin McGiffin, Head of Licensing for Rubies, “The cloak signals a new direction for Rubies as we bring the captivating game of The Traitors to life for anyone, at home or with friends and family, to play and immerse themselves in the world. On top of this, our teams have given the product and packaging the innovation it deserves, transforming it into the perfect gift for consumers as we head into peak gifting season. We’re excited to partner with Metrostar and All3Media International on this license, and to see how The Traitors continues to grow with the recent announcement of season two.”
Jane Sharp, VP Licensing at All3Media International commented “We’re delighted to have found such faithful partners in Rubies and Metrostar to launch the official dress up line for the BBC’s smash hit series The Traitors. With Halloween just around the corner and Christmas coming and The Traitors set to return soon, the cloaks have arrived at the perfect moment and we can’t wait for fans to don the iconic oversized hoods and find out if they suit the ultimate look of deception and betrayal.”
Created in the Netherlands by IDTV, an All3Media company, The Traitors format was further developed with the RTL Creative Unit and originally produced by IDTV for RTL4.
Other licensing deals confirmed for The Traitors include a publishing deal with Penguin Random House, a board game deal with Vivid Goliath and a card game with Ginger Fox.
Metrostar (stand C251) and All3Media International (stand A152) are exhibiting at Brand Licensing Europe on October 4-6th at Excel London.
