This Morning plans spinoff products

ITV1's This Morning is to be turned into a lifestyle brand with cookware and home furnishing ranges. The long-running daytime show, presented by Phillip Schofield and Holly Willoughby, will lend its name to products designed to "make life a little easier": pans and ovenware from Prestige, and duvets, covers and cushions – featuring designs "synonymous" with the show – from the textiles firm Bianca Turner. There will also be a This Morning-branded patio gardening kit. The move into spinoff merchandising follows a number of on-screen innovations, including weekend editions and an extension of its annual run, with extra programmes in the summer months, when it had traditionally taken a break, presented by newlyweds Eamonn Holmes and Ruth Langsford. Lee Bartlett, managing director of ITV Studios, said: "This Morning connects with over one million viewers every morning with lifestyle features which have a strong emphasis on 'making life a little easier'. Extending this much-loved brand into products that consumers can take into their own homes will help do just that." • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".