In March 2006, Celador began procedures to sell the format of the show and all UK episodes, as part of their first step towards the sale of their formats divisions. The purchase of both assets was made by Dutch company 2waytraffic, which were then passed on to Sony Pictures Entertainment in 2008 when it acquired 2waytraffic. As the original series progressed, variations of the format were created, and screened as special episodes, including celebrity editions, games featuring couples as contestants, and episodes themed around special events such as Mother's Day.