Banijay sets up commercial arm

European production and distribution giant Banijay is launching a commercial division called Banijay Brands.

Jane Smith

Led by newly appointed chief commercial officer Owain Walbyoff, Banijay Brands will encompass brand licensing, merchandising, gaming, gambling and music, offering a portfolio covering entertainment, scripted, gameshows and kids.

Director of brand licensing Jane Smith will lead the licensing area, overseeing the group’s key brands. Smith joined Endemol Shine Group in 2018, before its acquisition by Banijay this year, where she led the L&M of properties such as MasterChef, Peaky Blinders and Simon’s Cat.

Banijay Brands will launch at next month’s Festival of Licensing virtual conference.

“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,” Smith said.