Metrostar has inked three new licensing partners for The Great British Bake Off.
Portico Designs will be producing calendars, diaries and other dated products; Quadrille is lining up stationery and PBFA is creating a giftware collection exclusively for Marks & Spencer. Kitchenware partner, Ethos International and consumer events partner, BBC Haymarket are already on board.
The Great British Bake Off, which is produced by Love Productions for BBC Two, attracted over five million viewers during its final episode in October 2011, which has made it one of the highest rating shows on the channel. The book to accompany the series, ‘How to Bake’, is a Sunday Times Bestseller and has sold over 250,000 copies.
The licensing style guide, inspired by the location for the television series and artwork from the 1930s and 40s, has been produced by Minnow Creative.
Metrostar’s Claire Potter commented: “We received an excellent response to The Great British Bake Off at Brand Licensing in October. We could have signed lots of deals very quickly but Love has taken time to select partners which they believe best support the development of their brand.”
Richard McKerrow, creative director at Love, added: “Our aim is to build a substantial and enduring baking and lifestyle brand but we will only achieve this if we meet the high expectations of our fans. ‘Bake Off’ viewers are discerning and passionate about baking, so their needs lead our decision-making - in partner selection, product quality and brand styling.”