The International Home and Housewares Show, which concluded March 4 at Chicago’s McCormick Place, played host to a cornucopia of new licensed merchandise and line extensions. 

Cake Boss, whose series of the same name airs on TLC, debuted a complete line of Cake Boss-branded bakeware and accessories by Meyer Corp. Church & Dwight’s focused on its largest license, Arm & Hammer, with new products in pet, haircare, household textiles and food storage. Tabletops Unlimited showcased new licensed merchandise by greeting card designer Kathy Davis, HMS Manufacturing highlighted new Hefty-branded products and Evri Products showcased new Kellogg’s merchandise.

Helen of Troy’s newest license from Laila Ali, daughter of Mohammed Ali, is a complete line of styling tools designed for ethnic hair. Additionally Vidal Sassoon re-launched its line of styling tools as part of a coordinated effort with P&G. Kellogg, Campbell’s and Coca-Cola merchandise was also found at several suppliers under a variety of licenses.

Other celebrity chef licenses include Paula Deen and Rachel Ray products from their respective lines from Meyer, and Guy Fieri was front and center to support newly added barware and bakeware to his line from Lifetime Brands.