BBC Worldwide turns focus to cookware and lifestyle brands

Kirstie Allsopp, BBC GoodFood and Gardener's World bolster firm's portfolio.
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BBC Worldwide has earmarked the cookware and lifestyle markets has areas of "substantial growth" with a number of new properties joining its portfolio.

Kirstie Allsopp (pictured), BBC GoodFood and Gardener's World have joined MasterChef as key brands in the firm's line-up.

A debut range of Kirstie Allsopp homewares and gifts launched in Marks & Spencer stores last spring. This will continue in 2012, while BBC Worldwide will also be introducing new lines including stationery, home fragrance, outdoor products, ceramics and craft sets from September.

Gardener's World product has also launched for the first time in Boots, with items including pruning sets, a barometer, nesting boxes, clocks and garden tools. Additional products due this year include watering cans, a thermos flask and a garden kneeler.

Gardner's World is also looking for other opportunities to go trade-wide from spring/summer 2013.

Meanwhile, a style guide has been developed for BBC GoodFood and there are ambitions to launch the first range of cookware in early 2013.

BBC Worldwide is also looking to sign up new parners in categories including cookware, bakeware, ceramic oven tableware and textiles.

"The cookware and lifestyle markets are substantial areas of growth for us," said Cassie Allen, senior licensing manager at BBC Worldwide. "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."

MasterChef and Junior MasterChef product across 40 skus, meanwhile, launched in John Lewis in 2011, and the range will be extending to a number of independent stores and cookware specialists this year.


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