Brand Central has been appointed to represent the “Willy Wonka of New York,” pastry master Dominique Ansel.

The agency plans to develop a complete line of products for the chef, who created one of the most virally popular desserts–the Cronut.

“Chef Ansel is the most creative pastry chef in the nation and we look forward to extending his creations and visions into consumer product categories,” says Ross Misher, chief executive officer, Brand Central. “His iconic Cronut is just the beginning, and carries incredible extension possibilities from ice cream to confections.”