The Great British Bake Off winner, author, TV presenter, and now treasured British personality, Nadiya Hussain, has made her move on the toy space, thanks to a new partnership with Wilton Bradley.
Under the new deal, Hussain and Wilton Bradley will release a range of kids cooking and baking sets under the Nadiya brand, all of which is due to land at retail in autumn/winter 2020. The range will feature colourful baking and cooking utensils for kids and easy to follow recipe cards created by Nadiya.
The new toy line will complement Hussain’s already popular book series and TV shows, while the recipes included will be taken straight from the TV baker’s Bake me a story cookbook.
Working with Wilton Bradley, the GBBO winner has been closely involved in all stages of product development from concept creation to final designs.
Hussain said: “I love to cook with my family, and I am a true believer in involving children in cooking from a young age; teaching them a valuable skill whilst enjoying some family time together.
“I am proud of what we have created with these sets and am excited to think that they may encourage more children start their cookery journey.”
Hussain will also be working with Wilton Bradley to promote the new range to her fans, including posting videos on social media to her followers. The videos will feature Nadiya showing children how to make the most out of the kits.
As part of the launch, Nadiya will also be visiting London Toy Fair 2020 to visit the Wilton Bradley stand and showcase the new range.
“Nadiya Hussain’s involvement in this project has been very hands on. Wilton Bradley have been able to tap into her knowledge of the sector and the category. Nadiya has made a number of valuable contributions to the product development process to make this product line more authentic,” said Ian Downes of Start Licensing, the licensing agency that brokered the deal.
“This has included adjusting the size of the accessories the style of the recipes and choosing recipes that suit the consumer market.”
“It is great to see brands like Wilton Bradley recognise that a well chosen license can add value and a point of difference in the market. It is also good to see a toy company using a personality brand in a proactive way.
“Toy companies are recognising that different kinds of licensing and licenses can work for them but also recognising that appropriate product development is important. This is a really exciting development for Nadiya and one that links well with her other activities including publishing.”
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