Format

Banijay Entertainment has signed a deal with Rabbit Films to acquire the international rights to breakout hit All Star Hide and Seek. The format originally launched on streamer Ruuti+ as Roni Bäck: Finland’s Biggest Hide and Seek in 2024 with a second season debuting on the platform in October this year.

Created by Roni Bäck, one of Finland’s most influential digital creators, the concept grew out of his long-running YouTube hide-and-seek videos and has become a streaming success. All Star Hide and Seek combines social video and premium television with top-tier influencers and TV personalities hiding across extraordinary real-world locations – from amusement parks to cultural landmarks – while the host deploys clever and creative tactics to track them down. The format’s YouTube style pace, with 22-minute length episodes designed for streaming audiences, culminates in a high-stake finale for a cash prize.

Helen Greatorex, Head of Format Acquisitions at Banijay Entertainment, says: “This format authentically began in the creator community and went on to prove its strength on streaming. Under Banijay Entertainment, All Star Hide and Seek will be adapted to suit all budgets, engaging audiences with real-world locations and gripping storytelling. By combining creators and celebrities, we are bridging two worlds to deliver a format that’s perfect for primetime and packed with shareable viral moments.”

Samantha Ferguson, VP International at Rabbit Films, says: “With All Star Hide and Seek we are opening the doors to some of the world's most spectacular locations. The format proves that location-based production doesn't have to break the bank, by partnering with existing entertainment venues we can deliver cinematic scale at a fraction of costs. From YouTube to primetime, and now across multiple territories, the format's versatility and accessibility are resonating with broadcasters who want big event television without the big event budget.”

All Star Hide and Seek joins Banijay Entertainment’s premium third-party portfolio which includes strategic reality format based on a cult board game, Werewolves; superbrand Ninja Warrior from TBS; musical extravaganza 100 from The Masked Singer creator, Park Wonwoo, of Ditum Korea, alongside ABC Japan (Asahi Broadcasting Group Holdings Corporation), and Empire of Arkadia (EOA); unique culinary format Atypical Critics from Pixcom International, featuring autistic food critics; and competitive knitting series The Game of Wool from Hello Halo for Channel 4.

Banijay Entertainment is accelerating its presence in creator-led entertainment, with a series of industry-first initiatives. In partnership with YouTube, the company launched Creators Lab, designed to bridge the gap between creators and creatives. This followed the introduction of digital-first format Let’s Play Ball, now in development in both the UK and US, and already commissioned for a second series in the Netherlands, and talent partnerships like Big Brother Knossi and MasterChef Creators. Most recently, Banijay Entertainment unveiled FCF, the Netherlands’ first officially registered football club created by influencers.