Troot and Rabbit Films have entered into an agreement with Banijay Entertainment, the world's largest independent production company. The option agreement covers broad international rights to the All Star Hide and Seek format, which is based on the successful Finnish concept Finland's Greatest Hide and Seek.
The Finland's Greatest Hide and Seek format, developed by Troot, was inspired by hide and seek videos that have trended globally on YouTube, bringing them to television and streaming environments in an unprecedented way.
In Finland, the second production season of the series produced by Troot was broadcast in October on Nelonen and Ruutu. The program featured top influencer Roni Back as the star, and during the season, 25 influencers and celebrities were seen playing hide and seek in interesting locations ranging from museums to amusement parks and an island in Lake Saimaa.
The upheaval in media consumption has created a new market niche where traditional television and social media phenomena meet.
"There is a massive battle for people's time between social media and streaming platforms. Individual influencers can reach millions of audiences with their content. This has created international demand for influencer-driven formats that appeal to social media audiences," commented Troot CEO Joona Haatainen.
Rabbit Films, responsible for international sales, sees enormous potential in All Star Hide and Seek as a global hit phenomenon. Rabbit Films CEO Olli Suominen commented on the partnership as follows:
"We are extremely proud to bring Finnish creativity to the world together with Troot and Banijay. All Star Hide and Seek is a perfect example of a modern format that combines addictive gameplay and familiar personalities in a way that transcends language barriers. A partner like Banijay ensures that the format has the best possible conditions to become a global talking point."
Contract partner Banijay Entertainment is the world's largest independent production company, whose catalog includes a number of the most well-known entertainment formats of all time, such as Big Brother, MasterChef, and Survivor. The international agreement is significant recognition of Finnish expertise and Troot's ability to create and produce content that resonates with modern audiences.
