Shine launches licensing and merchandising division

Shine has launched a licensing and merchandising division, Shine 360°. The producer and distributor, which was acquired by News Corp for £415 million in April, has had an L+M division up and running in Australia for nine months and its boss, Ben Liebmann, will relocate to London to run the expanded global unit.

Liebmann will report to Shine Group president, Alex Mahon. Shine said its new division will focus on “the development and commercialisation of Shine Group properties across existing areas of sponsorship, brand partnerships, consumer products, interactive and digital brand extensions, live events and brand-funded entertainment, with particular emphasis on furthering retail and direct to consumer propositions.”

Liebmann said: “Shine 360° will be a creative and commercial rights management business, offering global leverage and perspectives to support our teams and build on their achievements.”

Shine has some experience of monetising its TV brands off-screen. Its flagship format, MasterChef, has generated over US$100 million from events, books, cookware and apps and weight-loss series The Biggest Loser has generated US$400 million through a variety of off-screen initiatives and products.