Kitchenware is likely to be amongst the product categories benefiting from a new licensing venture for the children’s food programme Planet Cook.
Planet Cook is a hit television show that teaches children about good food through fun and adventure, introducing them to cooking and the importance of a balanced diet. Each episode features celebrity chef Kevin Woodford as Captain Cook, who guides a team of Cook Cadets to create a delicious dish against the clock.
The show is currently airing in the daily breakfast slot on Channel 4, and is available on 4oD (4 on Demand online) and its +1 channel.
Brand-building specialist Performance Brands has now won the right to act as official licensing agent for Planet Cook, and is looking to develop licences across a wide variety of sectors, including kitchenware, homewares and food and drink.
Performance Brands director of licensing Mike Clark says that the show is popular not only with children but with parents, schools and retailers, who “are also totally enthused by the positive message about making cooking fun. This gives us a very strong platform from which to develop an ongoing and truly groundbreaking licensing programme.”