IMG LICENSING AND SONY PICTURES TELEVISION FORGE GLOBAL BREAKING BAD LICENSING DEAL

IMG Licensing has partnered with Sony Pictures Television – Distribution to launch a global licensing programme for the Breaking Bad franchise. The multi-year collaboration will deliver consumer products, brand partnerships and immersive fan experiences, marking the first time SPT has appointed an external agency to expand the iconic television IP worldwide.

IMG Licensing has announced a landmark collaboration with Sony Pictures Television – Distribution to develop a comprehensive global licensing programme for the Breaking Bad franchise, one of television’s most groundbreaking and culturally influential universes. The multi-year partnership will see the creation of consumer products, brand partnerships and immersive fan experiences designed to extend the reach of the acclaimed series far beyond the screen.

This initiative marks the first time Sony Pictures Television has appointed an external licensing agency to spearhead a global programme for the franchise, underscoring the studio’s long-term commitment to expanding fan engagement. By entrusting IMG Licensing with the task, SPT signals its intent to build a robust ecosystem of products and experiences that allow audiences and brands to connect with Breaking Bad in new and meaningful ways.

Since its debut in 2008, Breaking Bad has become a cultural phenomenon, praised for its storytelling, performances and enduring impact on television drama. The franchise, which includes the original series, spin-off Better Call Saul and the film El Camino, has cultivated a devoted global fan base. The new licensing programme aims to harness this loyalty by offering fans tangible ways to celebrate their connection to the universe, whether through merchandise, collaborations or experiential activations.

IMG Licensing brings extensive expertise in developing global brand extensions, having worked with some of the world’s most recognisable entertainment properties. Its collaboration with SPT is expected to deliver innovative strategies that balance authenticity with commercial appeal, ensuring that the Breaking Bad franchise continues to resonate across diverse markets and demographics.

The partnership also reflects broader industry trends, where entertainment companies are increasingly leveraging intellectual property to build long-term consumer engagement. By expanding into categories such as apparel, collectibles, lifestyle products and live experiences, the Breaking Bad brand will not only generate new revenue streams but also deepen its cultural footprint.

For fans, the announcement promises a future where the world of Walter White, Jesse Pinkman and the wider Breaking Bad universe can be experienced in fresh, interactive ways. For Sony Pictures Television, it represents a strategic step in unlocking the full potential of one of its most iconic IPs, ensuring that the franchise remains relevant and influential in the years ahead.