IMG Licensing announces a collaboration with Sony Pictures Television (SPT) to develop a comprehensive global licensing program for the Breaking Bad franchise, one of the most groundbreaking and culturally influential television universes. The multi-year collaboration will deliver consumer products, brand partnerships, and immersive fan experiences worldwide.
IMG Licensing will work closely with Sony Pictures Television and series creator Vince Gilligan to identify strategic partners across key categories including premium apparel, collectibles, food and beverage, home décor, travel, publishing, and experiential activations. The program will target major markets globally, focusing on distinctive collaborations that resonate with long-time fans while introducing the franchise to new audiences.
The licensing initiative will span the entire franchise, including the flagship series Breaking Bad (2008–2013), prequel series Better Call Saul (2015–2022), and the feature film El Camino (2019).
“Breaking Bad, Better Call Saul, and El Camino represent one of the most acclaimed bodies of work in television history, with a fanbase that's as devoted as any in the medium. IMG Licensing's track record of building programs that truly reflect what fans love about a great story makes them the right partner to bring this universe beyond the screen in ways that feel authentic to what Vince Gilligan created,” said Jennifer Rogers Doyle, EVP, Franchise.
This marks the first time SPT has appointed an external licensing agency to develop a global licensing program for the franchise, underscoring the studio's long-term commitment to expanding fan engagement and creating new opportunities for audiences and brands to connect with one of television's most iconic IPs.
“We are honored to be bringing the Breaking Bad universe to life through meaningful collaborations and products,” said Desmond Sansevere, Vice President, IMG Licensing. “From once-in-a-lifetime characters like Walter White, Jesse Pinkman, and Saul Goodman, to iconic moments that have shaped both television and popular culture, this franchise has firmly cemented its place in the cultural zeitgeist for generations to come. We are excited to work closely with our global teams to shine a light on this IP and create engaging, memorable ways for fans to celebrate its legacy.”
Collectively, Breaking Bad, Better Call Saul, and El Camino have earned widespread critical acclaim, numerous industry awards, and a passionate global fanbase, cementing their place among the most celebrated storytelling franchises in television history.
IMG Licensing brings extensive experience in developing large-scale licensing programs and anniversary campaigns across entertainment, lifestyle, fashion, sports, gaming, and more.
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