Production and distribution giant Banijay has launched a new commercial division that will oversee brand licensing, merchandising, gaming, gambling and music.
Banijay Brands is being led by newly-appointed chief commercial officer Owain Walbyoff and will represent the company’s entire programming portfolio, which ranges from entertainment and adventure formats to scripted, animation and kids content.
Jane Smith, who joined Endemol Shine Group – acquired by Banijay earlier this year – is group director for brand licensing and will lead that area of the division, working with the network of teams in local markets to further expand the business.
She has previously worked on shows including the MasterChef franchise, Peaky Blinders and Simon’s Cat.
Walbyoff said: “Without a doubt we are a market leader in this space, and I look forward to seeing how we bolster the IP even further. Jane is a highly-experienced, strategic executive with vast industry knowledge, and with some of the world’s biggest brands in our portfolio, the possibilities are endless.”
Smith added: “Banijay Brands represents an incredibly compelling catalogue of globally-renowned, cross-genre brands, which we will be bringing to the Festival of Licensing. By partnering with the very best licensees in the business, we aim to create innovative and impressive products that our audiences and fans will love.”
The Banijay Brands portfolio includes Temptation Island, Survivor, The Inbetweeners, Operation Triunfo, Crystal Maze and Mr Bean, the latter of which yesterday marked is 30th anniversary.