Global gameshow brand Who Wants To Be A Millionaire? heads the line-up Dragons’ Den makes its licensing debut

The brand licensing division of 2waytraffic, part of Sony Pictures Television, will be attending this year’s Brand Licensing Europe (BLE) to discuss a range of licensing opportunities for its high-profile slate of primetime gameshow, entertainment and lifestyle brands. Priority properties include the global ratings phenomenon Who Wants to be a Millionaire?, classic ITV gameshow Mr & Mrs and lifestyle format You Are What You Eat. 2waytraffic will also be bringing the BBC primetime entertainment show Dragons’ Den to BLE for the first time and will be looking to discuss a range of opportunities with potential partners. Now celebrating its 12th year, Who Wants To Be A Millionaire? has been licensed or optioned to every major territory in the world. In the UK alone, where it airs on ITV1, over 100 licensed products exist. At BLE, 2waytraffic will be looking to discuss co-branding and promotional opportunities with other IP licensors, in addition to further stationary and publishing deals.

2waytraffic will also be looking to extend the licensing range for Mr & Mrs. Deals have been signed for gifts, board games and publishing, in addition to a Skills With Prizes (SWP) agreement for pubs in the UK. Other opportunities exist in publishing, stationary, mobile and gaming.

Lifestyle format You Are What You Eat is a global success in the publishing area with seven bestselling books released. It has diversified into food ranges, white goods, DVDs and even Wii exercise games. Additional partners are being sort for publishing, textiles, cookware and food categories, across multi-territories.

Attending BLE for 2waytraffic will be licensing director, David Christopher. To make an appointment with David at BLE, contact him at david.christopher@2waytraffic.com

Ed Louwerse, Managing Director, 2waytraffic International, said: It’s great to be attending BLE with such strong primetime brands. 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.”