A+E Networks and Cricket Holdings have entered into a deal to create a new business venture for the History channel series, “Forged in Fire.”
The initial product line will include cookware and cutlery, such as an 8-inch chef's knife with a stay cool handle as well as 10-inch pans with steel construction.
“This new business model is unique and allows us to holistically collaborate across all elements of the product-development process, from design and conception to our go-to-market strategy,” says Iliya Rybchin, senior vice president, consumer enterprises, A+E Networks. “We are thrilled to support Cricket Holdings to grow this business and look forward to bringing fans this exclusive opportunity to own a part of the popular ‘Forged In Fire’ franchise. To borrow from a popular phrase in the show: 'these products will cut–and sauté.’”
The “Forged in Fire” cookware line will be available through traditional and direct-to-consumer channels.
"This will be a paradigm shift,” says Rybchin. “Direct response companies have traditionally sacrificed product quality to pay for media exposure. With ‘Forged in Fire’ products, we're going to promote quality, and the media exposure will be supported by A+E Networks. Our goal is to build a long-term brand featuring high quality at an affordable price."