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IMG Licensing and Sony Pictures Television Sign Multi-Year Deal for Breaking Bad Consumer Products and Experiences
The partnership will create consumer products, brand collaborations and fan experiences across the Breaking Bad franchise. It marks the first time Sony has named an outside agency to handle global licensing for the series.
The Hollywood ReporterAudio version
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IMG Licensing and Sony Pictures Television will develop a multi-year global licensing program for the Breaking Bad franchise. The program will include consumer products, brand partnerships and immersive fan experiences in major markets worldwide. The deal covers the original series that ran from 2008 to 2013, the prequel Better Call Saul that aired from 2015 to 2022, and the 2019 feature film El Camino.
IMG Licensing will work directly with Sony Pictures Television and series creator Vince Gilligan to select partners in categories such as premium apparel, collectibles, food and beverage, home decor, travel, publishing and experiential activations. The Hollywood Reporter reported that this is the first time Sony has appointed an external licensing agency for the franchise.
Jennifer Rogers Doyle, executive vice president of franchise at Sony Pictures TV, said the shows represent one of the most acclaimed bodies of work in television history.
Doyle added that IMG Licensing’s record of building programs that reflect what fans love about a story makes it the right partner to extend the universe beyond the screen. Desmond Sansevere, vice president at IMG Licensing, said the company is honored to expand the Breaking Bad universe through meaningful collaborations and products.
Sansevere noted the franchise’s characters and moments have shaped television and popular culture.
In the past year IMG Licensing has been selected by StudioCanal, Sarah J. Maas and The Little Prince for similar programs.
