By Allison Watkinson
TLL Reporter
Bulldog Licensing has secured new licensing deals for the Bullseye brand to promote the upcoming return of the darts game show to ITV.
As the game show prepares to make its return to ITV, Bulldog Licensing has signed four new partners for the brand that span candy, costumes, art décor and publishing.
These new licensees include Rose Marketing for gift confectionery, Blues Group for dress-up items, Themed.co.uk for wall art and Penguin Michael Joseph for an official Bullseye quiz book.
“The saying ‘you can’t beat a bit of Bully’ has never been truer than it is today, with the Bullseye TV show reaching new heights and the brand extending its appeal to new licensing categories,”
said Bulldog managing director, Rob Corney. “We’re thrilled to be working with Rose Marketing, Blues Group, Themed.co.uk and Penguin Michael Joseph and expecting continuing growth for the brand both in the run-up to the new show and well beyond!”
Rose Marketing’s licensing partnership will bring Bullseye to a selection of themed sweets for confectionery fans.
The first products offered by the company are two gift boxes containing strawberry-flavored gummy Bullseyes and beer-flavored gummy Pints. Arriving in the UK in time for the Christmas season, the packaging will feature the Bullseye logo and official Bully mascot.
Launching online in September, Blues Dress-up is slated to release a range of Bullseye costumes and dress-up accessories for the adult market. The licensed collection features a variety of options including a full Bully costume, a dartboard costume, a ride-on Bully mascot costume and a Bully darts shirt with character gloves and a head.
From the Themed.co.uk print-on-demand retailer, the game show property and its distinctive mascot will be featured across a range of wall stickers, murals, prints and LED backlit wall art. The collection was officially released through the Themed.co.uk online shop on July 10, 2025.
From the Penguin Michael Joseph publishing imprint, the Official Bullseye Quiz Book offers instructions and questions that let players recreate the darts game show with friends and family. The licensed quiz book includes four question difficulty levels, Easy, Medium, Hard and Marksman, that can be spread over three rounds of darts.
Currently available through online pre-order, the Official Bullseye Quiz Book will be stocked at bookshops across the country starting in November. Additional licensing partnerships for the brand are expected to be announced in the coming months.
“This is a very exciting time to be part of the Bullseye family, with darts in general enjoying a massive surge in popularity across all ages and the Bullseye brand in particular building on its long-term strength and credibility in the market thanks to the wildly popular reaction to the new TV show and sterling work from Bulldog Licensing,” said Bullseye senior brand manager, Laura Wood. “We’re delighted to welcome these four partners to the Bullseye licensing programme—and there’s much more to come.”
Founded in 2007, Bulldog Licensing is a European brand management agency that works with its clients to develop comprehensive consumer products programs for the international and domestic markets.
The agency’s diverse roster of clients includes well-known properties like Care Bears, Sesame Street, Attitude, Popeye, Mass Effect, KIDZ BOP, Tamagotchi Dragon Age and many more.
Photo courtesy of Bulldog, Bullseye and KGMPR.
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