Licensing Licensing Expo

Brand Central to Rep ‘Are You Smarter Than A 5th Grader’ Reboot


Brand Central will build out an all-new consumer products program around the returning family game show, Are You Smarter Than A 5th Grader.


The licensing agency represented the hit game show for its initial runs in 2007 and 2015. It helped generate more than $175 million in retail sales since 2007 with a program boasting more than 17 licensees. Brand Central now plans to build out a new program with leading licensing partners encompassing toys and games, publishing and educational products to name a few.


Earlier this month, Nickelodeon and MGM announced the return of the series hosted by John Cena, who will also serve as an executive producer. Mark Burnett, chairman of Worldwide Television, MGM (Survivor, The Voice, Shark Tank) and Barry Poznick, president, Unscripted Television, MGM (Beat Shazam, Are You Smarter Than A 5th Grader) will return as executive producers of the reboot.


“With one of the most game-changing shows, Are You Smarter Than A 5th Grader is coming back bigger and better than ever,” said MGM’s Executive Vice-President of Global Consumer Products Robert Marick in a statement. “We are excited that Brand Central will be returning and helping us secure best-in-class partners. Brand Central’s expertise will be critical for us in the development of a unique and exciting merchandise program.”


“We’re thrilled to continue our relationship with the franchise Are You Smarter Than A 5th Grader and the team at MGM,’” said Brand Central CEO Ross Misher. “With the proven success of the consumer products program the first time around, we are confident the property will resonate with a whole new generation of fans and consumers, especially with a powerhouse platform like Nickelodeon and superstar host John Cena.”


Production of the show is overseen for Rob Bagshaw, executive vice-president, Unscripted Content at Nickelodeon.