Bullseye darts ahead with more license deals!
Bullseye licensing activity has continued to ramp up – further boosted by the recent return of the iconic game show to TV screens. Bullseye licensing agent Bulldog Licensing has announced three more licenses for the Bullseye brand to add to recent major wins in gifting, dress-up, wall art and books.
This time the wildly popular brand is welcoming licensees for games, gaming and gifts: Darts Corner for darts, dart flights, dartboards and other darts merchandise; Harry Levy Amusements for coin pushers and novelty redemption games; and PMS International for a wide range of gift products.
Darts Corner is a perfect partner for Bullseye-branded items. It’s the world’s number one online retailer for darts and associated products and is, as it says, “passionate about every aspect of this fantastic sport”.
The Darts Corner Bullseye range, including the highest-quality darts, flights, shirts, cases, mats, dartboards and more, is adorned with classic designs from the famous show including the instantly recognisable Bully cartoon and the famous Bullseye logo. Now available, it’s a must for anyone who loves darts or the TV show.
Harry Levy Amusements, formed in 1980, is a leading manufacturer of amusement machines in the UK. Its Bullseye range will include the company’s universally popular coin pushers along with redemptions machines that offer prizes for winning games of skill. All the machines will feature illustrations of Bully and the Bullseye logo as well as the many catchphrases of the show such as “Bully’s special prize”, and “Nothing in this game for two in a bed”. Available next year, the machines will be sold to arcades throughout the UK.
PMS International Group, the UK’s leading manufacturer and distributor of value-driven gifts and plush, draws on over 50 years of innovation and expertise to create an exciting new range of Bullseye products. Launching in Spring 2026, the collection will feature eye-catching neon bar signs, stylish drinkware, bottle openers, BBQ sets and car accessories — alongside a standout articulated “Bully” figure complete with proximity-activated movement and authentic sound effects.
And many more licence announcements are imminent in what is proving to be an amazing year for the iconic darts brand that first aired on ITV in the 1980s, spending 14 years on ITV. A revival on Sky Challenge, regular repeat showings, guest appearances, celebrity specials and a social media launch maintained brand awareness throughout the 2000s.
And now Bullseye has returned to ITV! Following the massive success of the 2024 Bullseye Christmas special, hosted by Freddie Flintoff and featuring teenage darts phenomenon Luke Littler, Freddie and official scorer Richard Ashdown are back in a brand new series on ITV. More than two million fans old and new are now enjoying this unique show in which contestants consisting of one amateur darts player and one trivia or quizzing expert, play to win Bully’s special prizes.
The show is synonymous with fun, celebrity players and its many catchphrases. The licensing programme has built on the enduring popularity of the show, with Bullseye-branded apparel, bingo, games, publishing, and food and drink, a specially created Bullseye online store, and formats adapted for holiday resorts and homes.
Led by Luke Littler’s success, the brand is also building on a growing youth interest. Bullseye was recently announced as a sponsor of the Blackburn Youth Darts Academy.
Laura Wood, Managing Director, Bullseye Group, says: “Bullseye has attracted numerous partners across all categories over the years, but the core games, gaming and gift categories have always been popular and are expected to enjoy strong growth with the widely welcomed return to ITV of the show. That is why we are delighted to be able to announce such strong partnerships in areas where the Bullseye name and associations are especially appropriate.”
Bulldog MD Rob Corney adds: “There’s a lot of excitement from everyone involved with Bullseye as brand awareness, always strong, reaches new heights after the announcement of its return to TV. These three best-in-class licensees will bring the fun, skill and unmistakable imagery of the show to arcades, handheld devices and homes across the UK. And there’s much more to come very soon!”