Nadiya Hussain enters toy space in partnership with Wilton Bradley

Nadiya Hussain, The Great British Bake Off winner, has partnered with Wilton Bradley to make her way into the toy space. The agreement has been brokered by Start Licensing.

As part of the deal, Nadiya Hussain and Wilton Bradley will release a range of kids cooking and baking sets under Hussain’s brand, due out in fall/winter 2020. The new range will be featuring baking and cooking utensils for kids as well as recipe cards created by Hussain. 

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 to start their cookery journey.”

Hussain will work with Wilton Bradley to promote the new range to her fans, including posting videos on social media to her followers. These videos will be featuring Nadiya showing children how to make the most out of the kits. She will also visit London Toy Fair 2020 for promoting the new range.

Ian Downes of Start Licensing stated, “Nadiya Hussain’s involvement in this project has been very hands-on. Wilton Bradley has 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. 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 recognize 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 recognizing that different kinds of licensing and licenses can work for them but also recognizing 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,” Downes further added.