Wolfgang Puck Partners with Genius Brands to Create IP for Children

Two parties will work on an animated series, a global licensing, merchandise and retail program, promotional initiatives, subscription box service and more.

License Global

June 24, 2022

Wolfgang Puck.Genius Brands

Chef, restaurateur, entrepreneur and philanthropist,

Wolfgang Puck

, is expanding his global empire in a partnership with

Genius Brands

to create a new children’s brand, Wolfgang Puck’s Secret Chef Academy, for the worldwide marketplace.

Wolfgang Puck’s Secret Chef Academy will feature an animated adventure series that stars Puck voicing his own character. Creatively collaborating with Puck, Genius Brands is also developing a global licensing, merchandising, promotions and retail program that will feature themed subscription boxes containing recipes from all different types of cuisine for kids to create; a line of branded merchandise for children in categories including publishing, cooking tools, apparel, home goods, among others; a new private food label for kids; a dedicated YouTube channel featuring short-form content; a dedicated website and social media channels and much more.

“Wolfgang Puck’s Secret Chef Academy is at its core a celebration of food and culture around the world, and

an exploration of how we are all connected through our shared love of eating a delicious meal,” says Puck. “I am extremely passionate and committed to teaching kids and parents about nutrition and the value of cooking meals with healthy ingredients. Equally important is helping reinforce their understanding of how food goes from farm to table and touching on issues near and dear to my heart such as the elimination of global hunger. Our goal is to deliver these increasingly important messages in an easy-to-understand and entertaining manner. I look forward to working with my friend, Andy Heyward, and the Genius Brands team to fulfill a lifelong dream of reaching kids through my life’s work.”

“I have had the privilege of knowing Wolfgang for many years and have been fortunate enough to experience his culinary magic from the beginning,” says Andy Heyward, chairman and chief executive officer, Genius Brands. “I have always wanted to collaborate with him on a children’s project. His level of skill, passion, creativity and commitment is truly unparalleled. Our goal for Wolfgang Puck’s Secret Chef Academy is to create an atmosphere of ‘James Bond meets Julia Child’ with a state-of-the-art kitchen and supersonic gadgets, all while highlighting the importance of health, nutrition and sustainability through our storylines and characters’ journeys. We are creating a one-of-a-kind immersive experience through entertainment and merchandise for worldwide distribution.”