Describing the cookware market as a “substantial area of growth” for the company, BBC Worldwide is to launch a licensing programme for its BBC Good Food brand.
It will join, amongst others in BBC Worldwide’s licensing portfolio, MasterChef and Junior MasterChef. Launched in John Lewis last year the products became one of the stores’ top 10 cookware licences. The range is to be made available to a number of cookware specialists and independents this year.
For the BBC Good Food licence, BBC Worldwide is looking to sign up new partners on a range of products including cookware, bakeware, ceramic oven-to-tableware and textiles including aprons, tea towels and oven gloves. The launch of the first range of cookware is planned for early next year.
BBC Worldwide is also extending the collections of Kirstie Allsopp and Gardeners’ World licensed products. Introduced into M&S and Boots respectively last year, the ranges will now be made available to a wider retail audience.
Said BBC Worldwide senior licensing manager Cassie Allen: “The cookware and lifestyle markets are substantial areas of growth for us. We have premium brands which have already performed strongly on launch and we’re looking forward now to taking these properties trade-wide and into more categories.”