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Kids in the kitchen: bakeware is cookin'.

Bakeware has been a growing category for licensing in the last couple of years, especially in the U.S. and U.K. markets, as celebrity bakers, food brands, and other property types add licensees for cookie sheets, cake pans, baking accessories, and more.

Recently, the kids' portion of the market is starting to pick up. Discovery Communications expanded its 400-SKU Cake Boss license with Meyer Corp. to add a 25-item line of Cake Boss Jr. bakeware and accessories for kids. And Mindscreen licensed Moshi Monsters to Click Distribution for bakeware, including silicone molds, mixing bowls, cookie cutters, whisks, and more, for distribution in U.K. toy retailers, department stores, supermarkets, and e-commerce sites.

Of course, baking lines have been targeted to children in the past:

* Williams-Sonoma sells an exclusive range of cookie cutters and cake molds tied to Star Wars and previously had a line tied to Marvel, as did Pottery Barn, supplied by Nordic Ware;

* Wilton has produced cake pans tied to many characters, from Disney Princess and Monster High to SpongeBob and Thomas & Friends, along with accessories such as candles, paper baking cups, cookie cutters, cake toppers, treat bags, and the like (not to mention collegiate items for the "older kids"); and

* Hello Kitty has licensed a number of companies for bakeware, including Wilton for cake pans, as well as Meri Meri for baking gift sets and Siliconezone for silicone cake molds, baking mats, and rolling pins.

But most of these deals encompass one-off or just a few bakeware items. The Cake Boss Jr. and Moshi Monsters examples may signal more comprehensive children's baking ranges to come. And, perhaps, the Cake Boss Jr. line may foreshadow the entry of more chefs into this character-dominated sector.

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Publication:Licensing Letter
Date:May 19, 2014
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