Foodie Obsessed

Bobby Flay Joins the Cookware Bandwagon

by Tracey Thompson on December 4th, 2007

So, Bobby Flay will now join Emeril, Rocco, Wolfgang, Martha, Rachael and the rest of his culinary buddies and launch a line of cookware/kitchenware in the Spring of 2008.

The Food Network recently teamed up with Kohl’s in launching a Food Network Kitchen line, but Flay is the first celebrity chef to coordinate his line with the department store and The Food Network.  Rachael Ray sells her wares at Kohl’s but is not there exclusively. To date most of these chefs have launched without the assistance of just one department store or the network.  Martha Stewart, I believe, has been the first to do something like this at places such as Kmart and Macy’s.  She is fortunate to have a simple and productive marketing tool, her very own show.

The Food Network promises to promote Flay and his merchandise heavily with programming and specials with the star when the line becomes available.

CNN Money:

“Bobby Flay’s bold and colorful approach to cuisine is a great fit with Kohl’s and Food Network’s mission to translate culinary expertise into unique and exciting products,” said Sergei Kuharsky, general manager, Food Network. “Bobby has been an important member of the Food Network family for more than 13 years. We are excited to extend our partnerships with Kohl’s and Bobby Flay.”

The casual lifestyle brand will include cookware, dinnerware, kitchen gadgets, utensils, cutlery, kitchen textiles, kitchen electrics and barbecue tools. The brand will represent Flay’s flair for food and entertaining with Mediterranean influences, bold colors and rich textures.

“As one of Food Network’s most recognizable talents, Bobby Flay is a trusted authority on cooking, grilling and entertaining,” said Kevin Mansell, president of Kohl’s Corporation. “His enthusiasm and expertise make him an ideal partner in expanding the Food Network collection and delivering on Kohl’s mission of offering world-class brands to customers nationwide.”

“I am excited to launch these products with Food Network, a great partner to me for the past 13 years, and Kohl’s, who knows the products I want to produce,” Flay commented. “We want these products to be part of every-one’s kitchen, and to inspire you to grill and entertain with them every weekend.”

The announcement of Flay’s new collection is part of Food Network’s talent brand management strategy to take its celebrity chefs beyond TV and bring their culinary expertise home to the Food Network viewer in a variety of ways. In spring 2008, timed with the launch of the line, Food Network will make Flay a focal point in programming, online, events and brand extensions.

I think now we understand where the goals of Food Network are going.  Flay is one of the last actually trained chefs who still exist on the Food Network.  He has been with the network since the early days and I believe now that he sees the writing on the wall with stars like Mario Batali and Emeril Lagasse he has moved with the changing tide by becoming part of shows like Throw Down and now this. 

So, do you think that he has become a sell-out or just a smart business man??

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POSTED IN: Bobby Flay, Celebrity Chefs, The Food Network