Nadiya Hussain, Wilton Bradley Serve Up Sweet Toy Deal

“Great British Bake Off” alumna lands toy range with Wilton Bradley.
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License Global

December 21, 2019


“The Great British Bake Off” winner Nadiya Hussain is making her way into the toy space via a partnership with Wilton Bradley.

The deal was brokered by Start Licensing.

Under the deal, the two will team up to release a range of kids’ cooking and baking sets under Hussain’s brand, due out in fall/winter 2020. The range will feature baking and cooking utensils for kids as well as recipe cards created by Hussain.

“Nadiya Hussain’s involvement in this project has been very hands on,” says Ian Downes, Start Licensing. “Wilton Bradley have been able to tap into her knowledge of the sector and the category. Nadiya has made a number of valuable contributions to the product-development process to make this product line more authentic. This has included adjusting the size of the accessories, the style of the recipes and choosing recipes that suit the consumer market. It is great to see brands like Wilton Bradley recognize that a well-chosen license can add value and a point of difference in the market. It is also good to see a toy company using a personality brand in a proactive way. Toy companies are recognizing that different kinds of licensing and licenses can work for them but also recognizing that appropriate product development is important. This is a really exciting development for Nadiya and one that links well with her other activities including publishing.”


will be promoting the toy sets on social media as well as attending London Toy Fair 2020 to promote the range.

“I am proud of what we have created with these sets and am excited to think that they may encourage more children start their cookery journey,” says Hussain.

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