Housewares are top in the celebrity merchandise stakes

Housewares are consumers’ favourite when it comes to celebrity-endorsed products – and Jamie Oliver and George Foreman have been confirmed as two of the leading names.

Housewares are top in the celebrity merchandise stakes

At this week’s Brand Licensing Europe exhibition in London a consumer survey found that the top five celebrities putting their names to merchandise were Oliver and Foreman plus Stella McCartney, Loyd Grossman and Kate Moss.

It seems the former world boxing champion can lay claim to being something of a forefather of the celebrity licensing boom, as 37% of respondents declared that their very first celebrity product purchase was his Mean Lean Fat-Reducing Grilling Machine, from Salton Europe, introduced to the market in 1995.

Since then, housewares have stayed on top of the celebrity merchandise chart: 53% of survey respondents would be happy to buy celebrity housewares over own-brand goods, while just 40% would buy celebrity food, 38% perfume, 34% clothing and 32% sporting goods.

Eight-three per cent of those surveyed confessed to buying one or more celebrity-endorsed products.

“Our survey has shown that celebrity products are not a flash in the Jamie Oliver non-stick frying pan!” claimed Brand Licensing Europe event director Jessica Blue. “Sales are up year on year and consumers are keener than ever to buy into a particular celebrity’s lifestyle.

“However, it’s worth noting that consumers are also getting sharper, more sophisticated and more demanding, and if the market is to continue to strengthen and grow, celebrities need to be clear that they cannot trade on their name alone. Their products must be high-quality, good value and different.”

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