Banijay Entertainment has secured the international rights to the innovative streaming format “All Star Hide and Seek,” marking a significant expansion into creator-driven entertainment. This acquisition from Finland’s Rabbit Films highlights the growing trend of integrating social media influencers into mainstream media formats. The show first premiered on the local streaming service Ruuti+ in early 2024 under the title “Roni Bäck: Finland’s Biggest Hide and Seek,” with a second season scheduled to launch in October 2024.
The format, developed by Finnish social media sensation Roni Bäck, builds on his popular YouTube hide-and-seek videos, evolving into a successful streaming series. “All Star Hide and Seek” combines elements of social video with high-quality unscripted production. The show features renowned influencers and television personalities who hide in expansive, real-world locations such as amusement parks and cultural landmarks. A host employs creative strategies to locate these participants, adding a dynamic twist to the classic game.
Episodes of “All Star Hide and Seek” are designed for a modern streaming audience, running approximately 22 minutes each, reminiscent of a YouTube viewing experience. The series culminates in a cash-prize finale, enhancing its competitive edge and viewer engagement. Helen Greatorex, head of format acquisitions at Banijay Entertainment, emphasized the importance of the show’s creator origins.
“This format authentically began in the creator community and went on to prove its strength on streaming,” she stated. Greatorex also noted that Banijay aims to adapt the concept for various budgets while utilizing captivating real-world locations and compelling narratives. By fusing influencers with established celebrities, the company seeks to bridge diverse entertainment worlds, creating a format that resonates with primetime audiences while possessing viral potential.
Samantha Ferguson, Vice President of International at Rabbit Films, highlighted the ambitious yet cost-effective nature of the project. “With ‘All Star Hide and Seek,’ we are opening the doors to some of the world’s most spectacular locations,” Ferguson remarked. By collaborating with existing entertainment venues, the show can deliver a cinematic experience at considerably lower costs. She pointed out that the format’s evolution from YouTube to primetime—and now across multiple territories—aligns with broadcasters’ desires for event television that does not come with exorbitant budgets.
The acquisition of “All Star Hide and Seek” adds to Banijay Entertainment’s expanding portfolio of high-quality third-party formats. This slate includes the cult board game adaptation “Werewolves,” the global franchise “Ninja Warrior” from TBS, and the musical competition “100,” created by Park Wonwoo of Ditum Korea alongside ABC Japan and Empire of Arkadia. Other notable formats include Pixcom International’s autism-focused culinary series “Atypical Critics,” and Channel 4’s knitting competition “The Game of Wool” from Hello Halo.
Banijay is also actively investing in creator-led initiatives, such as the recent launch of Creators Lab in collaboration with YouTube. Additional projects include the digital-first format “Let’s Play Ball,” which is currently in development in the UK and the United States, and has been commissioned for a second season in the Netherlands. Partnerships with talents such as Big Brother Knossi and MasterChef Creators further exemplify Banijay’s commitment to integrating digital influencers into mainstream entertainment.
Overall, the acquisition of “All Star Hide and Seek” reflects a broader industry trend where traditional media is increasingly embracing the influence and reach of online creators. This format not only caters to evolving viewer preferences but also opens new avenues for innovative storytelling in the entertainment landscape.
