Black + Decker Adds Partners

Beanstalk signs Bradshaw, W Appliances for program extensions.

Black + Decker has partnered with Bradshaw International and W Appliance to build its licensing program.

Beanstalk, Black & Decker’s licensing agency, brokered the deal.

As part of the agreement, Bradshaw will introduce a line of Black + Decker-branded pots and pans, peelers, mixers, cutlery, barbeque tools and bakeware.

Bradshaw’s new line will be available at mass retailers, department stores, online and club stores.

Meanwhile, W Appliance will develop a line of compact appliances including refrigerators, freezers and wine coolers, humidifiers and fans.

W Appliance’s range of products will be available at mass, home improvement, e-commerce, department, mid-tier, warehouse club, specialty, grocery and drug retailers.

Both lines complement Black + Decker’s existing licensed products program, which includes small appliances, garden tools, automotive products and “how to” books.