The kitchen housewares and tabletop industry has in recent months been the focus of a number of retail-exclusive product lines that involve licensed properties. This type of partnership has been going on for years, but the frequency seems to be on the rise of late. The following have debuted since mid-2018:
- Chrissy Teigen and Target launched a collection of 40 kitchenware pieces, followed by additional holiday items, under the Cravings by Chrissy Teigen brand. Products include cutlery, glassware, a cookware set, serveware, pie pans, dessert plates, and a cast-iron Dutch oven, among others.
- Draper James, actress Reese Witherspoon’s Southern-inspired lifestyle brand, introduced a dinnerware range with Crate & Barrel. The Indigo Vine collection is priced between $15 and $60 and is available through the physical and digital outlets of both Crate & Barrel and Draper James.
- Buzzfeed collaborated with Macy’s to debut a Tasty-branded assortment of 100 cooking-related products, including gardening kits, kitchen gadgets, and appliances, available in stores and online for prices ranging from $15 to $230. The deal is part of a broader strategic partnership between the two companies involving multiple Buzzfeed brands and a variety of product categories.
- Love Productions teamed with Lidl in the U.K. for a range of low-priced blenders, digital scales, roasting and baking trays, loaf tins, and mini-choppers inspired by The Great British Bake-Off, which recently moved from the BBC to Channel 4 and changed all but one of its hosts and judges.
- Hearst partnered with Cracker Barrel Old Country Store for a line of farmhouse-inspired, Country Living-branded kitchenware and home décor available in-store and online at CrackerBarrel.com. The deal also included apparel, accessories, and pet toys.
- Disney paired with JCPenney to mark the 90th anniversary of Mickey Mouse, offering more than 600 items across departments. The roster of limited-edition products included kitchen appliances such as cake pop makers, slow cookers, waffle makers, and toasters.
Other than being rooted in the kitchen and dining space and being exclusive to a single retailer, these initiatives vary, with partners ranging from mass merchants to grocery chains to specialty stores; properties cutting across entertainment, celebrities, and media brands; and the scope extending from focused programs to broad, multi-category deals.
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