Beanstalk brokers deal for bakeware range featuring American-inspired London bakery.

The Hummingbird Bakery, home of authentic American baking in London, has launched a new branded giftware range with the help of licensing agent Beanstalk.

Developed in partnership with manufacturer Scoop Designs, the range includes a set of four cake forks, a set of measuring spoons, a cake slice, a tired cake stand, a cupcake starter kit, a set of nesting cake tins and a flour shaker.

The line, which is styled to have a vintage American feel, is now available exclusively on Amazon.co.uk.

“The Hummingbird Bakery has an incredibly passionate fan base, and consumers have long expressed a desire for products beyond the famous bakery’s core offer," says Lisa Reiner, managing director, Beanstalk, Europe and Asia Pacific. "Licensing is the perfect model to leverage the brand’s popularity and reach loyal and new consumers with exciting new products. Scoop Designs has the expertise to create high-quality, innovative gift items that will seamlessly communicate The Hummingbird Bakery values, making Scoop an ideal partner for this widely popular bakery destination.”

The Hummingbird Bakery has six branches across London and is known for its fresh American bakes, most notably cupcakes. Since its launch in 2004, founder and managing director Tarek Malouf has also published four cookbooks, with combined sales reaching more than 2 millions copies.

The partners are already working on the development of an extended bakeware range that is expected to launch during the early part of 2016.

“I am delighted to be launching a new giftware range and to be extending the ways in which our customers and home baking fans can engage with The Hummingbird Bakery brand," says Malouf. "We’re all about authenticity, quality and offering our customers a great experience. I feel our partners at Beanstalk and Scoop Designs have done an excellent job of helping us create a genuinely useful range that embodies these qualities that we can be proud of and that home baking enthusiasts and users of our cookbooks will value.”