Bulldog Licensing, agent for the iconic darts game show and brand Bullseye, has announced a number of major deals involving the property which has been successful for over 40 years – and is now enjoying its highest profile this century.

University Games, a UK-based manufacturer of a wide range of games and puzzles, will be launching its first-ever Bullseye range this year. The range will include a Board Game and Mini Darts Dice Game, which is set to be great fun for all the family.

Both games make use of the well-known format, imagery and catchphrases from the Bullseye TV quiz show. The first board game was showcased to a very positive response at London Toy Fair in January and was included in Toy Fair’s Hero Toys list. The range will arrive at retail in May 2025.

Blueprint Operations, a leading UK-based gaming provider and part of Germany’s Merkur Group, will be producing slot games for the adult market in land-based adult gaming centres, bingo halls and licenced premises throughout the UK. The games will again include a design style based around the instantly identifiable mascot Bully and the famous prizes from the show. The games will arrive at a large number of outlets on the 27th of May.

Buzz Bingo, the UK’s largest retail bingo operator, has launched a number of new Bullseye-themed bingo products. Bullseye Bingo is played in bingo clubs every evening at 6 pm and streamed on live video feeds to Buzz Bingo’s venues around the UK. The feature is hosted by Buzz Bingo’s charismatic Live Bingo Presenters and involves Bullseye-themed extra prizes for calling on ‘50’ (a bingo reference to the darts bullseye score).

Over at Buzzbingo.com, a brand-new Bullseye Bingo Room has opened with 90 ball bingo games from 5pm to 11pm every day. Nostalgic features include Bully’s 180 Jackpot and Bully’s Prize Board (Bully is the Bullseye mascot).

Jim Bowen’s famous catchphrase “Super, smashing, great” also makes a comeback when players call a full house on the numbers 20, 40 or 60 to receive a prize boost. Buzz continues to look for ways to strengthen the partnership and the latest product launch is a new bonus feature for Buzz Bingo’s popular ‘play-as-you-go’ bingo sessions. Launched on Sunday the 2nd of March, Bully’s Double Check Out involves the £500 full house prize being doubled to £1,000 if the ‘GoGo’ Bonus Button is activated by players.

In the unlikely event that anyone is unaware of this classic game, Bullseye tests both quiz and darts skills as teams of contestants, each consisting of one amateur darts player and one trivia or quizzing expert, compete against one another.

Bullseye first aired on ITV in the 1980s, where it peaked at 19.8 million viewers in its Boxing Day broadcast on ITV in 1989. It has a strong following throughout the UK to this day thanks to showings on Sky Challenge since 2006, where it is regularly among the top shows on the channel. In 2008 Bullseye launched on social media.

A 2024 Bullseye Christmas Special hosted by Freddie Flintoff and including teen phenomenon Luke Littler, who appeared as the professional thrower on the Christmas special, was a big ratings and media success. The show has further benefited from the high profile of darts since Littler started making headlines, culminating in his crowning as youngest-ever World Champion in January.

The show is synonymous with fun, celebrity players and of course catchphrases such as ‘Bully’s special prize’, and ‘nothing in this game for two in a bed’. The licensing programme has built on the popularity of the show, with Bullseye-branded apparel, gifts, games, publishing, and food and drink, as well as a specially created Bullseye online store. A competition adapted for Away Resorts holidaymakers and a Home Leisure interactive darts game have taken the format to holiday resorts and homes.

Bulldog MD Rob Corney says: “Bullseye has always been popular, but the recent explosion of interest in darts and the success of the Bullseye Christmas Special have given the brand a higher profile than ever. These partnerships with leaders in their fields will bring Bullseye to an even wider audience and, with more announcements on the way, are kicking off what we think will be Bullseye’s best year to date!”