All3Media International and Rubies have partnered to launch the official dress up for BBC reality series, The Traitors.
The deal, brokered by Metrostar, has seen Rubies’ technical team recreate the green cloaks worn by traitor cast members in the show. The replica cloaks in two sizes will be launched this month, ahead of Halloween and in anticipation of the second UK TV series.
Designed in the classic bottle green colour, the cloaks feature an oversized hood and gold foil finishing with the official Traitors logo. The multifaceted packaging is optimised for display in retail with a sleek box design and hanging feature, allowing for more ways to showcase the product.
The BBC series was produced by Studio Lambert Scotland and first aired in November 2022, drawing in 34 million views on iPlayer. The series was awarded two BAFTAs for Best Reality and Constructed Factual and Best Entertainment Performance by host, Claudia Winkleman, as well as a British Press Guild Award and Edinburgh TV Award for Best Entertainment and has been shortlisted at the forthcoming National TV Awards.
Justin McGiffin, head of licensing for Rubies, commented: “The cloak signals a new direction for Rubies as we bring the captivating game of The Traitors to life for anyone, at home or with friends and family, to play and immerse themselves in the world.
“On top of this, our teams have given the product and packaging the innovation it deserves, transforming it into the perfect gift for consumers as we head into peak gifting season. We’re excited to partner with Metrostar and All3Media International on this license, and to see how The Traitors continues to grow with the recent announcement of season two.”
Jane Sharp, vp licensing at All3Media International, added: “We’re delighted to have found such faithful partners in Rubies and Metrostar to launch the official dress up line for the BBC’s smash hit series The Traitors.
“With Halloween just around the corner and Christmas coming and The Traitors set to return soon, the cloaks have arrived at the perfect moment and we can’t wait for fans to don the iconic oversized hoods and find out if they suit the ultimate look of deception and betrayal.”
