Sony Pictures Television and IMG Licensing announced a multi-year global licensing partnership to develop consumer products, brand collaborations, and fan experiences for the Breaking Bad franchise. This agreement marks the first time Sony has appointed an external licensing agency for a global licensing program related to the franchise.

IMG Licensing will collaborate with Sony Pictures Television and series creator Vince Gilligan. The partnership aims to identify strategic partners across various categories. These categories include premium apparel, collectibles, food and beverage, home decor, travel, publishing, and experiential activations.

Jennifer Rogers Doyle, executive vice president of franchise at Sony Pictures TV, stated in a public statement that the shows Breaking Bad, Better Call Saul, and El Camino represent one of the most acclaimed bodies of work in television history, with a fanbase that's as devoted as any in the medium. She added that IMG Licensing's track record of building programs that truly reflect what fans love about a great story makes them the right partner to bring this universe beyond the screen in ways that feel authentic to what Vince Gilligan created. Desmond Sansevere, vice president at IMG Licensing, said in the same statement that the company is honored to be expanding the Breaking Bad universe through meaningful collaborations and products. Sansevere noted that from once-in-a-lifetime characters like Walter White, Jesse Pinkman, and Saul Goodman, to iconic moments that have shaped both television and popular culture, this franchise has firmly cemented its place in the cultural zeitgeist for generations to come.

The original television series, Breaking Bad, aired from 2008 to 2013. The prequel series, Better Call Saul, ran from 2015 to 2022. The film El Camino, featuring Aaron Paul, was released in 2019.