Nightwear, underwear and loungewear deal for multiple award-winner

Sony has produced some of the most hugely successful television dramas of our time but few have been as talked about as Breaking Bad — the must-see adult drama hit that became the global sensation of the decade. And now Breaking Bad is a multiple Emmy-winner, picking up an amazing five awards — its best haul yet — in the 2014 ceremony against some of the toughest competition in recent TV history, including Downton Abbey, Game of Thrones, House of Cards, Mad Men and True Detective.

The list of wins included the most coveted award of the night — outstanding drama series — as well as outstanding lead actor, supporting actor, supporting actress and writing in a drama. The show’s Emmy award count is now well into double figures, while its overall global award wins are well past the 100 mark!

No wonder the Breaking Bad licensing programme, managed in the UK by independent licensing company Rocket Licensing on behalf of Sony, is still expanding as the franchise builds to satisfy the demand of the show’s growing number of fans. In the newest deal, licensed clothing producer Poeticgem has announced details of a major agreement that will see the company produce Breaking Bad nightwear, underwear and loungewear, featuring classic imagery from what is now officially one of the greatest TV shows in history. The line, which includes, pyjamas, briefs, lounge pants and onesies modelled on the infamous Los Pollos fast food restaurant, is aimed at young adults of both sexes. It will reach high street retail, fashion and gift shops this autumn.

Breaking Bad, the story of Walter White, a terminally ill teacher who goes into drug dealing to support his family, is a TV hit like no other. Mixing dark comedy with high drama, the show ran for five seasons and is today universally regarded as one of the finest television series ever made.

Breaking Bad product at retail already includes Pyramid posters, masks from Mask-arade, and t-shirts and sweatshirts from both Trademark Products and Plastic Head. Socks from Roy Lowe and dressing gowns from Groovy, along with dress-up costumes from Smiffys, phone and tablet cases and leather-embossed notebooks from VMC will follow soon, along with a Breaking Bad Top Trumps card game. Publishing and gifting licences are expected to be announced before the end of 2014. As well as developing a licensing programme for Breaking Bad Rocket is also working with Breaking Bad spin-off, Better Call Saul, for which a group of licensees is developing product for the programme’s launch on Netflix in 2015.

“We are absolutely thrilled to be working on a Breaking Bad line,” says Elliott Matthews, Executive Director, Licensed Apparel, of Poeticgem. “It is one of the best TV shows of all time and has a huge following, so we are expecting great things from this nightwear, underwear and loungwear range at retail.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, adds: “One of the most unusual and brilliant concepts in recent TV drama history is still one of the most talked about. New fans are joining those who have already discovered the show while the striking characters and images are driving growth in numerous licensing categories. This may be Breaking Bad’s last — and biggest — Emmy appearance but a major licensing and retail journey is just beginning.”