ITV Studios Global Entertainment launches HK Licensing program

ITV Studios Global Entertainment launches HK Licensing program

ITV Studios Global Entertainment(ITVS GE)partnered with Firefly Brand Management to announce the launch of Hell’s Kitchen licensing program by inking a deal with T-Line Design to produce a premium line of HK ell’s Kitchen branded t-shirts. Nine different designs are scheduled for a US Summer 2012 release to celebrate the iconic show’s tenth anniversary and some of the show’s funny, ferocious and now famous catchphrases including “It’s raw!” “Shut it down”, “You stupid donkey!”, “Kicked out of Hell’s Kitchen” and, of course, “Great job. Now piss off!”  and “Bloody Hell!”

Carol Lee, SVP Consumer Products, ITVS GE, says, “Hell’s Kitchen is not only a hit TV series but a firmly established brand with a strong identity. With all its loyal fans, there is a growing market for branded merchandise.”

HK branded t-shirts will appear in mass, mid-tier and speciality stores across the US starting in June to coincide with the premiere of Hell’s Kitchen season 10 on FOX. T-Line Design will target primarily the young male market, however there is also likely to be a strong appeal to adults of all ages.

The T-Line Design licensing deal was organised by ITVS GE’s licensing agent, Firefly Brand Management, a global business development agency specialising in intellectual properties for entertainment and consumer product applications.

T-Line Design, a leading producer of branded apparel, is excited to bring these unique and exciting shirts to consumers. Caleb Garrison, Senior Director, T-Line Design, says: “The popularity of Hell’s Kitchen’s unique catchphrases lend themselves to apparel. As fans of Gordon Ramsay and Hell’s Kitchen, we are extremely excited to work on designs for such a brilliant show.”

Hell’s Kitchen, USA, produced by ITV Studios America is going into its tenth season. Hosted by superstar Chef Gordon Ramsay Hell’s Kitchen puts aspiring restaurateurs through rigorous challenges to test their culinary skills and resolve to see who has the skill and passion to win a life-changing prize. 

Airing nationally on FOX, Hell’s Kitchen has regularly drawn over 6 Million viewers per episode and in its latest season was the number one evening program on FOX among Adults 18-49.

Hell’s Kitchen will be part of the impressive portfolio of popular properties that ITVS GE is representing at this year’s Licensing International Expo from June 12-14 in Las Vegas.


ITV Studios Global Entertainment is one of the world’s leading international TV distribution and consumer products businesses representing over 40,000 hours of prestigious content to 3,000 broadcasters around the world.

Global Entertainment’s Consumer Products division brings together Home Entertainment, Promotions, Licensing and Publishing under one umbrella. As partner to more than 200 licensees worldwide, Global Entertainment’s Merchandise and Publishing operation brings brands to life off screen, working with licensed partners and retailers to bring quality products to consumers.

Part of ITV PLC, which includes the UK’s largest commercial broadcaster, ITV Studios Global Entertainment has offices in London, Cologne, Hong Kong, Los Angeles and Sydney


About ITV Studios America

ITV Studios America, the US based production entity of ITV Studios in the UK, is one of the largest international producers for the US market and a major force in acquiring, developing and producing reality and scripted programming for US networks.  ITV Studios America has a slate of formats in production with major networks and syndicators, including Hell’s Kitchen, Kitchen Nightmares, The First 48, After the First 48, Four Weddings, Real Life: The Musical, My Ride Rules, On The Fly, Reel Crime, Real Story, The Mathis Project, The Bill Cunningham Show, America Now and The Jeremy Kyle Show. 



Launched in 1990 and located just outside of Portland, Oregon, T-Line Design creates licensed and private label products such as t-shirts, fleeces, polos, uniforms, sportswear, hats, day planners, pens and other promotional merchandise for mass, mid-tier and specialty markets.

For any licensing inquiries, please contact Eve LeMaster at

For further information please contact:

Jane Garner & Sallie Deary  /



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