The Banned (EastEnders) to be a successful merchandising tool for the serial, as it spawned two hit singles in the "real world". Actor Nick Berry released a ballad entitled "Every Loser Wins" in October 1986, having previously sung the song in character on-screen (accompanied by a piano). The song was written and produced by Stewart and Bradley James, along with Simon May who famously composed the "EastEnders" theme tune. "Every Loser Wins" was a smash hit, reaching number 1 in the UK singles chart, where it stayed for three weeks, knocking Madonna's "True Blue" off the top spot. It was the second biggest-selling
Simon Wicks the highest climbing chart single ever until 2001, when it was eclipsed by "It's the Way You Make Me Feel" by Steps (which climbed from 72-2). "Every Loser Wins" sold over a million copies and earned composer Simon May an Ivor Novello award. The song "also provided levity" on-screen, when it was used as Lofty Holloway's break-up song after Michelle Fowler had jilted him at the altar. Although the plot produced two hit singles in the real world, the actual storyline was not a great success with viewers. "EastEnders" creators Julia Smith and Tony Holland both felt it lacked credibility