BBC cooking up a storm with Imperial - Licensing.biz

BBC cooking up a storm with Imperial

Worldwide division strikes five-year deal with home and kitchenware supplier.
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BBC Worldwide has sealed a five-year deal with home and kitchenware supplier Imperial to launch BBC Good Food and BBC Easy Cook branded kitchenware.

The BBC Good Food branded kitchenware will be available in the UK, Romania, the Middle East, Turkey and Australia, while BBC Easy Cook will hit the UK.

Launching at Exclusively Housewares, the BBC Good Food kitchenware brand is targeted at department stores and independent cook shops, with Imperial having designed a line of professional pans. The first is a stainless steel five-piece saucepan set, while alongside this is a range of non-stick forged aluminium pans.

A full collection of kitchen tools and gadgets with the 'Active Grip' handle will also be rolled out.

Meanwhile, the BBC Easy Cook collection - aimed at independent hardware retailers and High Street multiples - will include a stainless steel five-piece saucepan set with comfort grip handles and pouring system. Imperial will also be previewing a line of stainless steel and nylon kitchen tools and gadgets.

"Our commitment to grow and develop successful brands across the BBC Worldwide portfolio is possible due to our expertise in developing long-term brand and licensing programmes, of which merchandising is a key part," said Gavin Miller, commercial director at BBC Worldwide.

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