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Nov, 2023
Bulldog to licence hit show Totally Spies!

Enduring appeal of fan-favourite series inspires multi-category campaign

Bulldog Licensing, one of the licensing industry’s leading agencies, has announced its appointment by brand owner Banijay Kids & Family, part of media and entertainment powerhouse Banijay, as licensing agent for the much-loved, classic crime-fighting franchise, Totally Spies!

Produced by Banijay Kids & Family label Zodiak Kids & Family France, Totally Spies! originally ran from 2001 for six seasons, hooking a generation of fans with its iconic aesthetic and powerful female leads. A new series has been confirmed, introducing the brand to a whole new generation of fans. It will launch from next year around the world with co-producers Gulli (France), and Discovery Kids Latam. It will also air across EMEA and the U.S. with Warner Bros Discovery.


The initial focus for Bulldog will be on a strong adult nostalgia market keen to revisit an entertainment classic. Some of the early categories targeted will be apparel (daywear and nightwear), fashion accessories, tech products, health & beauty and stationery. Licensing industry interest is already strong with the brand receiving a very positive reaction at BLE from visitors to the Bulldog stand.


Rob Corney, MD of Bulldog Licensing, says: “Totally Spies! remains a fan favourite – and that comes as no surprise. Its humour, invention and themes of teenage girls working together to fight crime while trying to live normal lives were ahead of their time and still appeal now. After a great reaction at BLE we’re expecting to be discussing product with potential licensees very soon!”


Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family says: “Totally Spies! is an iconic brand which has been generating significant interested from licensees, particularly with the return of the franchise from next year. With a broad demographic of consumers, from the core 6-9-year-old audience for the new series, through to Gen Z and millennials eagerly anticipating its return, we are delighted to have Bulldog Licensing on board to supercharge the brand’s licensing programme.”


Totally Spies! follows the adventures of three teenage girls from Beverly Hills, who live a double life as undercover agents fighting crime, while trying, not always successfully, to live normal lives as students. The upcoming series follows Sam, Clover and Alex, as they move to a new city and take on a fresh crop of villains. The show enjoys enduring appeal among adults who fell in love with the original action, gadgets and missions, alongside young audiences who also enjoy the show’s wit, invention, and positive messages about friendship and teamwork.


Totally Spies! has sold to 220 territories and is available in 60 languages, with an impressive 1.25 million subscribers, 2.1 billion views and 351 million hours streamed on YouTube alone. The show also has 1.4 million Facebook followers worldwide,