Gifts Today magazine

New licence deal for The Great British Bake Off

Wow! Stuff signs agreement for new products for top cookery show.

Following The Great British Bake Off’s triumphant television broadcast in the summer, with 15 million people tuning in to see the final, Wow! Stuff has signed a deal as the brand’s master gift licensee.

Wow! Stuff’s head of gifts, Dan King, said: “Our aim is to replicate that success and make The Great British Bake Off gift range the number one selling gift brand in its sector for 2016. The reaction from retailers is off the scale, this will be without any doubt the most sort after range in the sector”.

King continues, “We are a nation of bakers with a great British tradition of home baking. Just looking at the retail aisles shows how big this category has become and it continues to grow. The Great British Bake Off is the most watched show on television and the brand is one of the most recognisable; it has become a great British institution in its own right. By adding the Wow! Stuff product touch of innovation to the brand we are aiming to create an evergreen gift range that is continually refreshed year in year out to ensure it becomes a mainstay of gift retailers. This is much the same approach we have used with the Science Museum brand and that is now the number one most consumer recognised and purchased brand in Science gifts.”

The Wow! Stuff GBBO brand range will include giftable kitchen and home items such as tea sets, cake stands as well as storage containers and decorative, baking-themed accessories, and all with a touch of Wow’s renowned innovation!

Rupert Frisby, the Commercial and Legal Affairs director of Love Productions, the production company who created and own The Great British Bake Off brand, said: “We are delighted to be working with Wow! Stuff and are looking forward to collaborating with them to create the next range of exciting and innovative giftware around the Bake Off brand”.

The Wow! Stuff GBBO brand range will be launched at the Spring Fair and in private previews for retailers between November 2015 and January 2016.


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