Ruth Berry, President Global Partnerships & Zoo 55, has officially launched Studio 55 a “brand partnership” studio which is will offer brands, marketing agencies and content creators access to ITV Studios’ portfolio of IP.

Announced at the London TV Screenings, Studio 55’s focus will span bigger licensing deals, global IP collaborations, and digital first formats all targeted to deepen fan loyalty with TV brands. The Studio sits within Global Partnerships, in ITV Studios.

The Studio is led by the newly appointed EVP of Brand & Commercial Partnerships, Will Scougal, a former leader at Snapchat and X (Twitter) and co-founder of social media agency, Make My Day (now part of We Are Social).

Studio 55 will operate as a  brand licensing hub for global deals, offering a ‘one-stop shop’ for consumer products, live tours, fan experiences and more across major franchises including The Voice and Love Island. Several deals for globally franchised ITV Studios IP are to be announced in the coming months.

It will also pair brands, marketing agencies and content creators with ITV Studios’ archive of shows and fresh IP to co-create digital-first formats.

Launching the slate is IT STARTED WITH A KISS, a new dating podcast headline sponsored by dating app Tinder and produced by Twofour, part of ITV Studios.

Told through a proudly LGBTQ+ lens, IT STARTED WITH A KISS will explore love, attraction and the realities of dating today. Each week, two celebrity hosts (to be revealed) will be joined by an iconic guest to “spill the tea on love, lust and everything in between.” At the heart of every episode is the guest’s Hot Date, a segment developed with Tinder, where “brilliantly cheeky” questions uncover their ultimate idea of a perfect date night.

Studio 55’s digital first formats will be published by the Zoo 55 team led by Martin Trickey. Studio 55 will also work closely with Mike Beale and the Global Creative Network, to connect partner brands with the 29 unscripted production companies within ITV Studios, as well as selected independent producers.

Ruth Berry, President Global Partnerships and Zoo 55, ITV Studios, said “With the launch of Studio 55 and Zoo 55, I feel we are truly set up for the future of entertainment. We have expanded our infrastructure to allow us to broaden our range of partners to brands, agencies and creators, as well as licensees. It’s all driven by the desire to meet the fandoms of our franchises where they are, on every platform.”

Will Scougal, EVP Brand and Commercial Partnerships ITV Studios, “In the modern entertainment ecosystem, our ambition for Studio 55 is to help brands become a natural part of the communities fans love and even create fandoms of their own. We want to build partnerships that feel like a natural way to meet people where they are – be that on social, via a consumer product or experience.”