Studio Lambert launches US label with How I Met Your Mother duo

All3Media is bolstering its US unscripted ambitions with the launch of a Studio Lambert sibling label from The Perfect Line and How I Met Your Mother pair Jon Barinholtz and Rob Belushi.

Inner Drive Entertainment has launched as part of The Traitors indie’s US operations and is the second development label to join Studio Lambert following the launch of MindMeld Entertainment in 2025.

Barinholtz and Belushi’s creative partnership began on the Chicago comedy scene over 20 years ago, with acting credits in sitcoms such as NBC’s Superstore and CBS’s How I Met Your Mother.

The pair have since developed and produced unscripted formats such as The Perfect Line for CBS and GSN, which scored a 180-episode order.

Their creative expertise has largely centred on challenge shows, social experiment and reality competitions in entertainment, complementing Studio Lambert’s output, which includes Squid Game: The Challenge and The Circle besides the US and UK juggernaut The Traitors.

Barinholtz and Belushi will work closely with Studio Lambert USA president Jack Burgess, as well as chief creative officer Tim Harcourt and chief exec Stephen Lambert in London.

Burgess said the pair have “a rare creative energy, combining wit and originality in a way that seamlessly fits with Studio Lambert”.

Barinholtz and Belushi added: “Connecting playfully with audiences has been the spark that guides us.

“We apply that guiding principle to everything we create and develop. Jack, Tim, and Stephen get what we do and it’s such an incredible opportunity to join Studio Lambert and All3Media. They are the best of the best.”