ITV Studios Global Entertainment is to show off its official Hell's Kitchen USA consumer products line for the first time at Licensing Expo next month.
Hosted by Gordon Ramsay, the cooking challenge show boasts a regular audience of over six million viewers per episode, with the 11th series currently airing on Fox in the US.
The existing consumer products push is now expanding into new categories including frozen foods, coffee K-cups, gourmet gift sets, board games and pre-paid debit cards.
New licensees include Greystar Products, White Coffee, Maud Borup, GDC-GamDevCo, Card.com and Visual Entertainment.
ITVS GE and Firefly Brand Management are also eyeing categories including housewares, snack foods, beverages, apparel and publishing.
ITVS GE will be exhibiting in Executive Suites 11 and 12, while Firefly Brand Management is on Booth H171.
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.