Ant and Dec set for cash windfall after trademarking Limitless Win

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    Multi-millionaires Ant McPartlin and Declan Donnelly are set to become a whole lot richer after trademarking their latest hit show, Limitless Win, reports the Mirror.

    The iconic ITV duo now have permission to use the show's name and branding on a host of products ranging from board games, computer games and mobile phone apps – to books and puzzles.

    Their London-based production firm, Mitre Studios Ltd recently saw an application passed by the Intellectual Property Office, resulting in legal protection of the trademark for a period of ten years.

    READ MORE:Ant McPartlin claims Katie Price cheekily tried to seduce pal Dec on I'm A Celeb

    The ruling also prevents other companies from making money off the show's soaring popularity.

    The best pals launched the show in January last year, which sees teams of two contestants answering questions in a bid to climb a never-ending cash ladder – potentially leading to the biggest prize in British gameshow history.

    Contestants build up their lives in a quickfire question round, with each correct numerical answer earning them five lives.

    Players are allowed to give an answer which is below the correct answer in order to earn lifelines.

    Series two airs for the first time this Saturday (January 7) and promises a 'little twist' from the first.

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    Dec explained: "We reviewed everything from series one. We looked at Take Two, which lets you take two answers. The producers said that it could be really fun if the ladder took one answer from the contestants and one from us as the hosts.

    "Our first reaction was, 'No, no, absolutely not, that’s too much pressure'.

    "But then we talked about it and thought, this could work! We tried it a few times, got our bravery up and said, 'OK'."

    A spokesman for the double-act added: "Ant and Dec's Limitless Win will not be creating gambling machines, phone betting apps, lottery scratch cards, bingo games or any gambling applications based on the programme."


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    • Ant Mcpartlin
    • Declan Donnelly
    • ITV

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