The landscape for chef-based licensed products is among the most crowded of all celebrity-licensing segments. A wealth of chefs who have gained fame through restaurants, cookbooks, instructional TV cooking shows, and competitive cooking reality series have extended their brands, and others are entering the fray. This segment can be challenging. New licensors are trying to […]
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Sowing the Seeds
A handful of licensing deals involving vegetable, herb, or flower seeds—either alone or as part of a grow kit containing the seeds as well as pots, soil, instructions, recipes, and the like—shows the wide variety of property types that can fit comfortably within this category: Chefs. Jason Santos and his agent C3 Entertainment licensed Buzzy […]
Still Cooking
Celebrity chefs and bakers continue to enter or expand their presence in consumer products, with several announcing new initiatives within the last year or so. Many of these have used one or more of the following tactics to separate themselves from their competitors in this already crowded arena: Ethnic focus. Maria Loi, who is a […]