Famous kitchen brand Ginsu cooks up licensing deal with Brand Partners Group

Published on: 6th March 2020

JRL Group has secured a licensing partnership with Brand Partners Group to develop a line of kitchen gadgets under the globally recognised, professional cooking name Ginsu brand.

Under the new deal, Brand Partners will design products around the Ginsu Kiso line’s core brand focus of ‘the uncomplicated kitchen,’ with ranges designed to support all home cooks’ efforts in the kitchen, as well as the desire to own easy to use, yet high-value kitchen tools.

“We are very excited about this brand extension. Brand Partners is a well-respected company delivering unique, high-quality, well-designed products,” said Andrew Lieb, president of JRL Group, the exclusive licensing agency for the Ginsu brand.

“This is truly an ideal partnership for the iconic Ginsu brand.”

Ginsu knife sets have been a mainstay in the cutlery industry since its launch in 1978. Ginsu transitioned to a household name when it became one of the very first brands to market directly to consumers. Ginsu remains one of the most well-known cutlery brands on the market today, with multiple lines of knives distributed through numerous online and retail channels.

“This is a great opportunity for us to add kitchen gadgets to our existing product  lines of kitchen knives and kitchen electrics,” said Jeremy Cantor, business unit manager.

“Of course, this is only the beginning. There are numerous natural brand extensions for Ginsu and we look forward to expanding into kitchen electrics and accessories, publishing, home accessories, food and more,” added Randal Moss, marketing director.


Peppa Pig celebrates 20th anniversary with Peppa’s Cinema Party

Magic Light and BBC reveal exclusive Tabby McTat trailer

Moonbug appoints Peter Stone as first ever chief Marketing officer

Peppa Pig returns for season 10 with new character, Granny Sheep

Acamar Films and HarperCollins renew Bing partnership

Deck the halls with Hey Duggee this Christmas

Paramount and Adairs partner on Paw Patrol kids range

Hasbro enhances licensed products offerings with Icecat

Spin Master’s Unicorn Academy secures top spot on Netflix

MeteoHeroes broadcast growth continues in Asia, Africa and Europe