BBC Worldwide to Launch More Lifestyle Licensing Programs

LONDON: BBC Worldwide is to launch licensing programs for Kirstie Allsopp, BBC GoodFood and Gardeners’ World, which join MasterChef as key brands in the company’s licensing portfolio.

Last spring, Kirstie Allsop launched her debut range of home ware and gifts in Marks & Spencer, which continues into 2012. New lines of stationery, home fragrance, outdoor products, ceramics and craft sets are set for September. The BBC also launched Gardeners’ World products for the first time in the store Boots for the fall and winter 2011. The range includes pruning sets, a barometer, nesting boxes, clocks and gardens tools. Additional products to launch this year include watering cans, a thermos flask and a garden kneeler.

BBC Worldwide’s licensing team is to launch the first range of cookware for BBC GoodFood in early 2013, with plans to sign up new partners on a range of products such as cookware, bakeware, ceramic oven tableware and textiles including aprons, tea towels and oven gloves. MasterChef and Junior MasterChef products across 40 SKUs launched in John Lewis in 2011. The range will extend out to a number of independent stores and cookware specialists this year.

Cassie Allen, the senior licensing manager of BBC Worldwide, said: “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 in to more categories.”