Whizz Kid to renovate Pimp My Ride

Pimp My Ride originated on MTV in 2004

MIPCOM: UK indie Whizz Kid Entertainment has picked up the format rights to classic MTV show Pimp My Ride and is plotting a revival of the show.

Whizz Kid struck a deal via its US agent partner WME to option the rights to the car makeover series from its US-based creator Breakfast Anytime.

The original series launched on MTV in the US in 2004 to an average weekly audience of five million and was subsequently sold and recreated around the world.

In the original format, each episode saw one hopeful selected to have their car given the ultimate makeover with a star host. LA-based prodco Breakfast Anytime has recently brought the rights to the format back in house.

Whizz Kid’s CEO Malcolm Gerrie said: “I met the format originators Rick Hurvitz and Ari Shofet in LA and we hit it off immediately. I’ve always loved Pimp My Ride and between us we’re going to give this classic brand its own unique makeover.”

Head of development Caroline Roseman added: “The success of reinvented brands such as Through the Keyhole and Blind Date has demonstrated that the UK audience will always embrace the return of a much-loved show.

“What makes the relaunch such an exciting proposition is that in its 10-year hiatus, what’s now possible to achieve both on the inside and outside of a car will really blow people’s minds.”

Founded in 2006 by producer Malcom Gerrie, Whizz Kid is majority owned by Gerrie and Ingenious Media Active Capital.