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ITV Studios’ Brand & Licensing team have announced they are excited to return to Licensing Expo 2022 to catch up face to face with existing and new partners and present its brand portfolio. With its line-up of premium global brands including Hell’s Kitchen, The Voice, Love Island,  The Chase, Schitt’s Creek, Snowpiercer and many more, ITV Studios is looking forward to establishing successful partnerships with companies that are best in class and have a strong understanding of their market, region and consumers. 

With ITV Studios’ extensive catalogue of over 90,000 hours of finished content and 150+ iconic formats – including some of the world’s most beloved brands – there is potential for creating a diverse range of brand licensing deals. ITV Studios is always looking for natural extensions of its brands and the potential to create a true experience, an amazing product or a new way for audiences to engage with its brands, while being relevant at the same time.

The Voice 

An all-time favourite amongst families is the talent show The Voice, which has been entertaining audiences all over the world for more than a decade. Some of its high-profile partnerships include The Voice of the Ocean with Carnival Corporation, where passengers of Princess, Aida and Costa cruises can experience being part of The Voice competition, and The Voice land based slots with IGT starring celebrity Coaches Ricky Martin, Blake Shelton, Adam Levine and Rita Ora. 

On the digital side there is a premium Voice Karaoke App with Yokee and more recently The Voice of Avakin, a metaverse experience from Lockwood Publishing that had 7.5 million visits and over 80 million views on social media. The Voice of Avakin is nominated in the category ‘Best Licensed Product – Digital’ at this year’s Licensing International Excellence Awards. Further licensing  highlights for The Voice include a beauty partnership with MAC Cosmetics for a capsule in-store collection, supported by an on-air campaign and show sponsorships.

Hell’s Kitchen

Hell’s Kitchen is the most popular cooking show around the world. ITV Studios is growing the Hell’s Kitchen licensing programme, which to date includes four Gordon Ramsay Hell’s Kitchen restaurants with Caesars Entertainment in the USA and in the Middle East offering fine dining in a unique ambience, and 2022 will bring another five brand-new restaurants to the USA. There is also cookware and kitchenware available at Macy’s, premium spices by Spiceology, and a mobile game with Qiiwi, in which you can manage your very own restaurant. Given the popularity of the series amongst a wide audience demographic that spans men and women from 18 to 55 years old, Hell’s Kitchen lends itself to a variety of consumer products including apparel and accessories, collectibles, gifting and others. And that wide appeal is translating into success – the product Hell’s Seltzer by Brew Pipeline Inc is nominated in the category of ‘Best Licensed Product – Food or Beverage for an Entertainment Property’ at this year’s Licensing International Excellence Awards.

Love Island

A reality television phenomenon that dominates social media wherever it airs, Love Island attracts a global audience, who eagerly anticipate watching their favourite islanders’ love lives unfold. Love Island has travelled to 21 countries, including the UK, USA, Australia, Canada, Germany, Spain and the Nordic countries. Current partners include a mobile roleplaying game with Fusebox, a partnership with I Saw It First for a capsule apparel collection and the iconic Love Island Water Bottle available via dedicated eshops. New global partnerships in the beauty and mobile category will be announced soon. Licensing opportunities for the series include fashion, fitness, beachwear, events,  food and beverage, and more. 

And many more popular brands

The Multiple Emmy award winning Schitt’s Creek is one of those ITV Studios brands that continues to go from strength to strength, with over 20 partners producing carefully crafted products for the series’ many eager fans. From collectibles, to pop up events, apparel and accessories, beauty, gifts and board games.

The current licensing portfolio for The Chase includes a bingo game with Gala Bingo supported by an on air partnership and set tours, numerous board games and a new partnership in the mobile space to be announced soon. 

Brand new to ITV Studios’ licensing portfolio is the acclaimed post-apocalyptic dystopian thriller series Snowpiercer, based on the French graphic novel Le Transperceneige and the film of the same name. Recently renewed for a fourth season, the series averaged 2 million viewers across its episodes on TNT and featured in Netflix’s Top 5 global shows in early 2021.

About The Author

Rebecca Ash

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

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