ITV Studios, a renowned British multinational television company, has announced the expansion of its brand licensing team to drive growth across its portfolio of brands. As per their website, ITV Studios boasts 60 production labels and has a presence in 13 countries. They are home to widely popular TV shows like Love Island, Hell’s Kitchen and Schitt’s Creek, to name a few.
Furthermore, under the leadership of the Executive Vice President of Brand Licensing, Juria van der Meer, the team will be focusing on exploring and making use of opportunities in merchandising, events, publishing and brand integrations through gaming.
The ITV team is also expanding by adding Lex Scott as the VP of Gaming, Louise Black as the VP of Events and Attractions, and Laura Cripps as the VP of Brand Integrations. As per ITV, the new members along with the existing team will lead the charge to expand ITV Studios’ brands across new platforms and experiences.
Notably, ITV has a good opportunity as their shows like Love Island is currently a global reality TV sensation, with the show becoming the most-watched reality show of the year in the United States. This makes the show ideal for merchandising, expanding collaborations with beauty brands as well as hosting events revolving around the show’s theme. This concept will also be expanded to other shows like Hell’s Kitchen, with Gordon Ramsay offering culinary experiences through his restaurants, food partnerships and licensed kitchenware. Another example is Murdoch Mysteries, which is now in its 18th season. The showmakers would indeed be keen on deepening their connection with their viewers with immersive experiences and historical-themed collectables.