Sony cooks up new El Camino licensing programme

A fresh batch of location-based experiences and consumer products coincide with the release of the Breaking Bad movie on Netflix

Written by Rhys Thomas

Posted 14.10.2019 | Watch

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A fresh batch of licensing deals has been cooked up by Sony Pictures Consumer Products to coincide with the launch of Netflix’s El Camino: A Breaking Bad Movie.

SPCP enlisted the team best known for the nostalgic interactive experiences Saved by the Max, Good Burger and Peach Pit to bring Breaking Bad to life with the first-ever Breaking Bad Experience. The experience, which is set to open to the public on Thursday, October 17th in West Hollywood, will include various set recreations from all five seasons and a variety of show-inspired menu items.

On the product front, fans will be able to quench their thirst with Schraderbräu, the mythical homebrew of Walter White’s DEA Agent brother-in-law, Hank Schrader. The German-style Marzen is 6.2% ABV and will be available primarily in 22oz. bottles at Craftshack.com and select retailers.

Stepping out in style is a new collaboration with K-Swiss and retailer Foot Locker. The first pair in a limited-edition footwear collection was launched alongside the release of El Camino, and is inspired by the iconic RV in which Walt and Jesse first cooked. The second drop will take place in 2020 and is inspired by the distinctive yellow hazmat suit worn by the characters in later series.

“The appetite for Breaking Bad merchandise has never wavered, so we hope that El Camino will delight die-hard Breaking Bad fans and bring a new audience to the franchise as well,” says Jamie Stevens, Executive Vice President, Sony Pictures Consumer Products. “SPCP has developed an incredible assortment of modern products in collaboration with our all-star licensees, allowing fans to show their love for Breaking Bad in various forms.”

Other activity includes a partnership with online retailer Araca, which has added new and exciting merchandise to the official store leading up to the release of El Camino. Issac Morris will release Breaking Bad apparel collections, featuring t-shirts, sweatshirts, socks and more, and USAopoly will debut Monopoly and Trivial Pursuit board games inspired by Breaking Bad early next year.

El Camino: A Breaking Bad Movie debuted on Netflix last Friday, 11 October, and catches up with Jesse Pinkman moments after the events of Breaking Bad’s explosive series finale.


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