Knives and Pans Will Be Available via Direct To Consumer and Retail Supported by Multiplatform Marketing Campaign, Including Promotion Across A+E Networks Portfolio
The New Business Will Launch Additional “Forged in Fire” Inspired Products in 2019
New York, NY – September 12, 2018 – A+E Networks® and Cricket Holdings, LLC have teamed to create a new business that will develop and launch a line of cookware and cutlery inspired by HISTORY®’s hit series “Forged in Fire.” The business expects to debut additional “Forged in Fire”-inspired products and expand into new categories in 2019. The knives and pans will be available via direct to consumer as well as traditional retail channels, and will be supported with a multiplatform marketing campaign, including promotion across the A+E Networks portfolio. The announcement was made jointly today by Iliya Rybchin, SVP Consumer Enterprises, A+E Networks and Victor Grillo, CEO of Cricket Holdings.
“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,” said Rybchin. “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’.”
“This will be a paradigm shift. 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.”
- The cookware and cutlery lines include distinctive products that honor the craftsmanship showcased in “Forged In Fire.” The 10-inch pans feature steel construction, a strong never-stick surface, and a proprietary, stay-cool handle.
- The 8-inch chef knives feature surgical stainless steel, a hammered surface, and an ergonomically crafted no-slip handle.
The new products will be promoted through a robust cross-channel marketing plan that includes a traditional direct response TV campaign and commercial promotion across the A+E Networks portfolio.
Currently in its fifth season, “Forged in Fire” is an original competition series hosted by weapons expert and U.S. Army and Air Force veteran Wil Willis, featuring world-class bladesmiths competing to create history’s most iconic edged weapons. “Forged and Fire” was June’s top performing unscripted series on HISTORY among adults 25-54.
“Forged in Fire” is produced for HISTORY by Outpost Entertainment, a Leftfield Entertainment company. Jodi Flynn, David George, Shawn Witt and Simon Thomas are executive producers for Outpost Entertainment. Tim Healy and Jim Pasquarella are executive producers for HISTORY.
Product Images: https://aenetworks.box.com/s/b0e5qswh1621h99oypjw7sj3hm33i1se
ABOUT A+E NETWORKS
A+E Networks® is a global content company comprised of some of the most popular and culturally relevant brands in media including A&E®, Lifetime®, HISTORY®, Lifetime Movies, FYI™, VICELAND®, Blaze™ and Crime+Investigation®. A+E Networks’ portfolio extends across platforms and genres, with a long-form production division, A+E Studios™; film division, A&E IndieFilms®; full-service digital storytelling hub, 45th & Dean™; strategic investment division, A+E Ventures™; and A+E Digital®, encompassing watch apps, games and SVOD initiatives including Lifetime Movie Club and HISTORY Vault. A+E Networks’ channels and branded programming reach more than 335 million households in over 200 territories in 42 languages. A+E Networks has offices in the United States, the United Kingdom, Germany, Italy, Japan, Korea and Singapore. A+E Networks is a joint venture of Disney-ABC Television Group and Hearst. Follow us on Twitter at twitter.com/aenetworks and Facebook at facebook.com/AENetworks
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