customers will be able to purchase items via reality show Big Brother’s house thanks to a product placement deal.

The partnership will allow viewers to browse the Big Brother house and its wares through a 360 degree online tour. items can then be purchased by clicking on them.

The deal builds on an partnership with Celebrity Big Brother earlier in the year.

Jon Owen, retail director at, said: “The ‘click-to-buy’ initiative from the last series of Big Brother delivered real commercial benefits and deeper consumer engagement for The next iteration of the campaign will further evolve the customer experience and continue to establish as a leader in cross-channel media integration.”