Banijay Rights’ award-winning comedy Benidorm from Tiger Aspect for ITV has secured an apparel licensing deal with Blues Group.
Blues Group will roll out a line of adult fancy-dress costumes and accessories this year at retailers in the U.K. and Ireland under a deal negotiated by Leila Loumi, SVP of licensing and merchandising at Banijay Rights.
“Benidorm can only be described as one of U.K. television’s national treasures, bringing laughter to millions with its iconic humour and unforgettable characters,” Loumi said. “This deal gives fans a new way to relive that joy—in the form of colourful, cheeky costumes that capture the fun and spirit of the series.”
Christina Cockill, senior account manager at Blues Group, added: “As a die-hard Benidorm fan who’s watched the show far too many times, it’s been an absolute joy working with Leila Loumi and the Banijay Rights team to bring our ideas to life. With such a huge fan base, we saw a clear gap in the market for merchandise—and what better place to start than with some fun fancy dress costumes? I think all we need now is a team trip to the Solana to showcase the range!”
