Bulldog enters its second decade licensing hit darts brand Bullseye!

Bulldog Licensing, licensing agent for iconic darts game show and brand Bullseye, is celebrating a busy 2024 and looking forward to an even busier 2025 as it enters its second decade partnering the hit property.

Strong awareness of the property is about to be further boosted by the news that former England cricket captain and Top Gear presenter Andrew 'Freddie' Flintoff has signed to present a special Christmas episode of the darts-themed quiz show for ITV.

Flintoff, 46, has told news outlets that Bullseye was one of his favourite shows as a kid and that he "can't quite believe" he has secured the hosting gig.

This triumphant TV return will also raise awareness of the successful Bulldog-led licensing campaign, rounding off a busy ten years for Bullseye as a brand. Bullseye first aired on ITV in the 1980s, to peak audiences of 19.8 million, and has remained popular, notably on Sky Challenge since 2006, where it is regularly among the top shows on the channel.

Licensing successes have built on this long-term popularity since 2014, winning the brand partners across diverse categories including apparel, gifts, games, publishing and food and drink. There is, of course, an interactive darts game too – and even a dedicated Bullseye online store!

This year has continued the brand’s success – notably when major UK holiday park operator Away Resorts launched its own Bullseye-inspired game show as part of its evening entertainment offering. Following an earlier trial at Tattershall Lakes, the format was rolled out to three additional Away Resorts locations throughout the summer, with further locations to be added in 2025.

Most recently, a new company, Bully Beer & Crisps, brought the brand into a highly appropriate partnership with a craft lager and a session lager brewed using a combination of 100 percent British Challenger and First Gold hops, along with small-batch hand-cooked crisps in four flavours. Colourful packaging including, of course, Bullseye mascot Bully, adorns both products which are available at www.bullysnacks.co.uk.

Bullseye and Bulldog have also been working with the Defence Darts Community (DDC), a fast-growing organisation of darts enthusiasts from both serving military and veteran personnel, from across the British Army, Royal Navy and Royal Air Force. Its aim is to see darts enjoy official military recognised status and to see service personnel officially represent their service at darts, while also promoting the benefits of darts as a great way of encouraging camaraderie and friendship.

In the unlikely event that anyone is unaware of this classic game, it tests both quiz and darts skills, as teams of contestants, each consisting of one amateur darts player and one trivia/quizzing expert, compete against one another.

Bullseye has been popular for over 40 years through a show which is synonymous with fun, celebrity players – and, of course, catchphrases such as ‘Bully’s special prize’, and ‘Nothing in this game for two in a bed’. It has retained, and grown, a strong following, further boosted by big personalities in the professional darts world, such as 17-year-old phenomenon Luke Littler, who won the World Series of Darts finals earlier this year.

So what’s next for this perennial favourite? Bullseye products at the PDC World Championship in December? Quite possibly.

Bulldog MD Rob Corney explains: “We are indeed working with National Merchandise on Bullseye support for the Championship – and many other plans are in the pipeline for 2025. That’s no surprise to us. Bullseye has been enormously popular for over 40 years, remains a favourite with darts fans of all ages and has also been an enduring success as a licensed property. And now a whole new generation is about to share the fun, participation, humour and entertainment of this classic game as 'Freddie' Flintoff brings Bullseye to screens for Christmas and shows fans old and new why you can’t beat a bit of Bully!”