Licensing agency will expand the chef’s brand into new kitchen categories.

Celebrity chef Robert Irvine will debut his new daytime talk show “The Robert Irvine Show,” today on the CW Network, and, in support, The Brand Liaison will seek new licensing opportunities for his brand.

The agency will now aim to lock in partnerships for cookware, food preparation, storage and other kitchen products, as well as healthy meals, snacks and fitness products for the Irvine brand.

“Robert Irvine has a larger than life personality that comes shining through the screen,” says Steven Heller, president, Brand Liaison. “His brand is so unique and expands well beyond the kitchen. He is an incredible motivational speaker and role model.”

“The Robert Irvine Show,” produced by Tribune Studios, in association with Irwin Entertainment and Robert Irvine Productions, will showcase the chef providing help to families with his signature “tough love” approach to therapeutic work. Irvine is best known for his show “Restaurant: Impossible.”

“Every phase of my career has had a service component. That is by design. I never wanted to just cook; I wanted to help as many people as I could. Specifically, helping people resolve personal conflict is the aspect of ‘Restaurant: Impossible’ that sets it apart and makes it so popular,” says Irvine. “My new talk show allows me to help people resolve conflict and move forward in their lives with renewed focus. I’m thrilled that Tribune, the CW, and Irwin Entertainment saw the value in a show like this. It’s going to make for a great show and allow me to do what I love most.”