ITV Studios to bolster consumer products programme in North America.
The new US agent for Hell's Kitchen, Firefly Brand Management has earmarked the apparel, cookware and tools, publishing and pre-packaged food and beverage sectors as its first targets.
ITV Studios Global Entertainment has signed up the firm to exploit consumer product opportunities across North America.
Hell's Kitchen USA is now in its ninth season and broadcasts on Fox, regularly drawing over six million viewers per episode.
"The Firefly team is thrilled to be working with such a dynamic property," said Eve LeMaster, EVP at the firm. "Hell's Kitchen combines passion for food with fast paced, fun entertainment - a winning combination that will result in success at retail."