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All3Media International in New Traitors Deals

All3Media International in New Traitors Deals

All3Media International and rights holder of global format phenomenon The Traitors signs four new UK apparel deals for The Traitors covering nightwear, socks, Christmas jumpers and underwear. 

Licensing apparel specialists TDP Textiles and Aykroyds & Sons Limited will be launching The Traitors nightwear line through a joint deal between the two companies. Roy Boys, the character gifting brand owned by Roy Lowe & Sons Ltd. will launch a line of a men’s and ladies’ socks and UK Underwear brand, OddBalls, founded to raise awareness of Testicular Cancer will collaborate with All3Media International on men and women’s underwear line.

NOTJUST will partner with All3Media International to release The Traitors Christmas jumpers. Available later this year these ethically designed and knitted jumpers will include a Fair Isle design, inspired by Claudia Winkelman’s iconic Traitor’s style, with a matching knitted hood and fingerless gloves. The collection will also feature a second fun novelty jumper decorated with well-known Traitors’ motifs and an attached hood inspired by the infamous cloaks from the hit show.  

In addition to these, All3Media International will partner with gifting company Kimm & Miller on The Traitors character gift range.

These new deals join an impressive raft of ancillary products for The Traitors that All3Media International has brought to market. Last year Ginger Fox’s card game, Rubies’ cloaks, Goliath’s board game, Penguin Random House’s Interactive Game Book, Bioworld’s T-Shirts and an online game launched in line with BBC second series. 

Jason Easy, VP Licensing commented, “I’m thrilled to welcome this next round of licensees on board The Traitors. These new deals cement the brand’s strength and rapid expansion in the licensing market, and with consumer demand present throughout the year, I am delighted that these collaborations and partnerships will allow fans to immerse themselves (and their wardrobes) in some of The Traitors most iconic looks.”

All3Media International also launched an online store earlier this year, which contains additional products via Event Merchandising including The Traitors hat, beanie, tote bag and water bottle. The Traitors immersive experience is set to launch through The Everywhere Group. 

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.   Since its launch in the Netherlands on RTL 4 in 2021, the format has proved its international appeal with over 25 adaptations and numerous returning seasons. Hit international adaptations of the format include Studio Lambert’s Emmy-nominated US version for NBC Universal’s streaming service Peacock, which has been commissioned for a second series and their BAFTA winning UK version for BBC One and iPlayer. Following its successful debut in late 2022, with season one drawing in 34 million viewers on BBC iPlayer. The Traitors acclaimed second season is currently on air on BBC One and BBC iPlayer, once again hosted by popular UK presenter, Claudia Winkleman and has been commissioned for a third season.  

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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