The series lent itself naturally to the development of Cheers bar-related merchandise, culminating in the development of a chain of Cheers themed pubs. Paramount's licensing group, led by Tom McGrath, developed the Cheers pub concept initially in partnership with Host Marriott, which placed Cheers themed pubs in over 15 airports around the world.[15] Boston boasts the original Cheers bar, historically known to Boston insiders as the Bull and Finch, as well as a Cheers restaurant in the Faneuil Hall marketplace, and Sam's Place, a spin-off sports bar concept also located at Faneuil Hall. In 1997 Europe's first officially licensed Cheers bar opened in London's Regent's Street W1.