Banijay Entertainment has signed a landmark deal with the seller Rabbit Films to acquire international rights to the Finnish digital-first hit ‘All Star Hide & Seek’. Originally created by Troot Finland and influencer Roni Bäck, the format transitioned from a viral YouTube phenomenon to a streaming success on Ruutu+. The show features top-tier influencers and celebrities competing in high-stakes hide-and-seek games across spectacular real-world landmarks, such as amusement parks and farms.

Helen Greatorex, Head of Format Acquisitions at Banijay, confirmed the company would serve as the primary distributor, adapting the format for global primetime and streaming audiences. The production uses creative tactics like drones and thermal cameras to track hidden contestants, culminating in a cash-prize finale. By bridging the gap between social video and premium TV, the series offers cinematic scale at a fraction of traditional production costs for international buyers.

The deal, finalized in late December 2025, follows the successful rollout of two seasons in Finland. Banijay plans to pitch the format to global channels and platforms looking for “big event” television with viral marketing potential. Roni Bäck remains the face of the original series, while international versions will feature localized celebrity casts. (Finland)