TOTAL LICENSING
All the Fun in the Kitchen Total Licensing caught up with Marie-Laure Marchand, SVP Global Consumer Products & Business Development at Chefclub, to see how the brand has grown over the last year and the massive licensing potential it offers – as well as some exciting breaking news… Tell us how Chefclub has fared during the pandemic? We saw a massive uplift in family home cooking and the performance of our digital channels have been very strong during the pandemic. Moreover, the demand for our Chefclub Kids set has encountered an exponential growth of +400% during lockdown. Changes in people’s eating habits tracked during lockdown showed a rise in families eating together and Chefclub Kids offering has been acting as a key tool and inspiration to a lot of families during this difficult period. Our range of Chefclub kids ustensils and cooking kits has expanded last year to meet this demand and the response so far has been very positive.
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Being digital, have you seen a large rise in popularity over the last few months? Yes, we are lucky enough to be a digital first company and moreover offering extraordinary video recipes. So being a digital company in the cooking space has been a successful combination during the pandemic and our viewership and number of followers encountered a strong growth. Parents had also been looking for new ways of occupying their children at home, and Chefclub Kids popularity definitely benefited from this. The playful universe we created for children to cook, including the products, books, and videos is incarnated by our characters, who also are becoming more popular. Our brigade, the Chefclub Friends, are there to amuse
everyone, adults and kids, and to bring their smiles and colours to various kinds of products and experiences. And after only 2 years of existence, they are already friends with Peppa Pig! We collaborated with Eone/Hasbro and France Television in December and have produced a branded
“Being a digital company in the cooking space has been a successful combination during the pandemic...” Peppa Pig Christmas recipe that has been viewed on social media over 4 millions times in France. This has been a fantastic collab which will continue this Spring so stay tuned! What about licensing – which new areas are you exploring at the moment, and what is some latest news you can share? We’re very proud to announce our global partnership with SEB Group, under the name of Chefclub by Tefal, for a full range of cookware, bakeware,