As the hit TV murder mystery series, ‘The Traitors’, comes onto our screens again this autumn, it is an appropriate time to commend the commercial success the show has gained.
Now internationally recognised with over 40 versions, audiences have enjoyed the traitor vs faithful gameshow in countries such as the US, France, Germany and Australia.In the UK, the BBC show gained over 9 million viewers on the Series 4 finale alone, and the current celebrity version has yet again become a huge talking point for many viewers.
Beyond television, The Traitors’ success has created opportunities for the brand to explore new avenues of growth through immersive experiences, brand collaborations and merchandising opportunities. As the brand evolves into a valuable core asset, strong IP protection is warranted not only to enable the capitalisation of its popularity but to safeguard the brand from unauthorised third parties.
How is The Traitors brand protected?
IDTV, the Amsterdam-based production company that debuted the first edition of the hit format in 2021, has made it clear that the growth of the show has increased their need for IP protection, visible from their initial trade mark application to the expand the scope of their brand protection in wider consumer contexts.
On 7 June 2021, following the close of the original series, they filed to protect figurative marks for The Traitor’s logo and roundtable design (UK00003652262), in Classes 9, 28, 38 and 41. This primary registration highlights their acknowledgment of first series success, covering key interests in physical and digital products, communications services and entertainment activities, aiming to protect the core imagery of the show and brand identity.
In 2024, the portfolio expanded to include the word mark ‘THE TRAITORS’ (UK00004061614) in classes 3, 4, 9, 11, 14, 16, 21, 25, 28, 30, 38 and 41. This strategic expansion shows the entertainment brand looking to extend into a wider range of consumer products, including clothing, printed merchandise and games. This is further evidenced by the programme’s numerous collaborations with brands operating in such sectors throughout the year. For example, Krispy Kreme has launched a line of ‘Traitors donuts’ while ‘Traitor’ and ‘Faithful’ candles are being sold by Yankee Candle as part of an exclusive collaboration with The Traitors.
This summer, the portfolio has extended again with applications including new figurative and word marks. Currently in examination, ‘THE TRAITORS’ word mark has been requested for extension into Classes 32 and 33, which implies a focused growth specifically into the drinks sector. Notably, the programme has partnered with Diablo Wines to launch a ‘Traitors’-themed bar at The Traitors: Live Experience in London. Further, two additional figurative trade mark applications have also been published, including the logo with a knife acting as the ‘T’ (UK00004435424), and the hoodedcloaked icon most associated with the UK edition (UK00004435064). They cover similar classes (Classes 9, 16, 25, 28, and 41), with the latter icon also covering Classes 21, 30, 32 and 33, again implying an intention specifically towards food and drink and potentially revealing the next steps for branded merchandise.
What about the Traitors celebrities?
For the second celebrity series, it is no surprise that many of the featured celebrities also have their own personal brands and intellectual property stories.
Ross Kemp: CEMPA Clothing Logo
One star that has protected his brand interests is Ross Kemp, who owns a registered figurative trade mark for his clothing brand CEMPA, featuring a gorilla on top of the company’s name (00003873325). The Eastenders actor registered the mark in 2023 in Classes 18 and 25, protecting his mark for clothing and deterring copycats.
Maya Jama: Personal branding and the USPTO
Presenter Maya Jama is also no stranger to building and protecting her own brand. In 2021, she registered her name, ‘MAYA JAMA’ in the UK under her company MIJ & Co Entertainment Limited in Classes 3,4,9,14,16,18,25,35,38,41 and 44 (UK00003582900). However, she encountered an objection in the US from the USPTO as the mark was found to be too similar to an earlier registration owned by American singer Maya J Jenkins. It is worth noting that an individual has no superior or absolute right to register their personal name as a trademark, as registration remains subject to the legal requirements of the relevant territory.
These filings demonstrate how the name of a celebrity or high-profile individual can evolve into a valuable commercial identifier, particularly through brand endorsements, licensing and merchandising. It also highlights the importance of trade mark protection in retaining control over the use of their name and to protect against unauthorised commercial exploitation or dilution of their reputation.
Beyond her name, Maya also owns the trade mark ‘MIJ MASKS’ (UK00003493848)which is associated with herongoingface mask company, as well as ‘MIJ’ (UK00003551997) and‘CLING CLING’ (UK00003444739).
Joe Lycett: A.K.A Hugo Boss
Joe Lycett is a British comedian best known for his pranks and was famously drawn to the centre of a trade mark dispute in 2020 after Hugo Boss sent a cease-and-desist letter to Swansea-based brewery, Boss Brewing. Feeling that the larger company had acted unfairly towards the smaller brand, Joe Lycett officially changed his name to Hugo Boss by deed poll, as an act of rebellion. The story gained huge coverage on the BBC, The Independent, The Guardian and NME. Whilst a humorous joke from Lycett, it does showcase that there is a fine balance in protecting your brand and facing wider public scrutiny when enforcing your intellectual property rights.
Key takeaways
The success of The Traitors demonstrates the importance of IP protection in developing a television programme into a highly valuable commercial asset. By proactively securing trade mark protection across multiple classes of goods and services, the brand is able to successfully capitalise on its reputation through new licensing opportunities to evolve into a wider entertainment franchise and protect against unauthorised use of their branding. Securing early and forward-thinking trade mark protection puts the brand in an assured position in terms negotiating new deals or collaborations.
At the same time, brands must balance the benefits of broad trade mark protection against the legal risks of overly extensive claims. In the UK, a registered mark may become vulnerable to revocation if it has not been put to genuine use in the UK in respect of the goods and services for which it is registered within the initial five-year period from registration. Brands should therefore ensure that their trade mark portfolio reflects their existing business activities and their genuine and foreseeable commercial ambitions.
The Traitors provides a compelling case study on how effective marketing strategies combined with the careful management and diversification of a trade mark portfolio can maximise brand equity, strengthen protection and support long-term commercial growth.
Contact us today if you would like assistance in protecting your TV, creative and media brands.
