BBC Studios has teamed up with Ohio-based software developer Snow Commerce to redesign its BBC Shop e-commerce platform around several of its tentpole franchises. 

The e-tail hub will relaunch tomorrow, initially featuring a dedicated shop for a wide range of Doctor Who merchandise including exclusive print-on-demand t-shirts, jackets and collectibles. And Snow is gearing up to roll out more branded shops in the coming months for Bluey, BBC Earth, Top Gear and BBC Playback. 

BBC Studios’ digital SVP Jasmine Dawson says the e-commerce relaunch is part of a wider fandom-first strategy to leverage and segment more than 40 million weekly viewers into branded communities. Taking this approach with the BBC Shop should help the company more quickly understand which of its brands are seeing the most demand online and develop new products themed around iconic moments or episodes from its shows. 

Snow has built e-commerce solutions in the past for major brands including Warner Bros. Discovery, Minecraft, Xbox, the NBA and NBCUniversal. And prior to its latest deal with BBC Studios, the developer rolled out a suite of similar fandom-focused digital shops for Paramount Global in 2023, themed around SpongeBob SquarePants, PAW Patrol, South Park, Star Trek and Yellowstone.