Wow! Stuff has signed a new deal with The Great British Bake Off as the brand’s master gift licensee.
Following the success of the TV show this summer, where 15 million people tuned in to watch, Wow! Stuff is hoping to repeat that success.
“Our aim is to replicate that success and make The Great British Bake Off gift range the number one selling gift brand in its sector for 2016," said Dan King, head of gifts at Wow! Stuff.
"The reaction from retailers is off the scale; this will be without any doubt the most sort after range in the sector.”
The Great British Bake Off gift set will include kitchen and home items, including tea sets, cake stands, storage containers and decorative, baking-themed accessories.
Rupert Frisby, director of commercial and legal affairs at Love Productions, the production company who created and own The Great British Bake Off brand, added: “We are delighted to be partnering with Wow! Stuff and are looking forward to collaborating with them to create the next range of exciting and innovative giftware around the Bake Off brand.”
The range will launch during Spring Fair and in private reviews for retailers between November 2015 and January 2016.
King commented: “We are a nation of bakers with a great British tradition of home baking. Just looking at the retail aisles shows how big this category has become and it continues to grow.
“By adding the Wow! Stuff product touch of innovation to the brand, we are aiming to create an evergreen gift range that is continually refreshed year in year out to ensure it becomes a mainstay of gift retailers.”