Market Overview



Brand debuts exclusive celebrity and chef designed products to help
raise $2M

Williams Sonoma announced today the launch of its sixth annual campaign
to benefit No Kid Hungry, a national initiative to end childhood hunger
in America. This year the retailer is increasing its fundraising efforts
from 2016, aiming to raise $2 million, which will help connect children
in need to nearly 20 million meals.

This Smart News Release features multimedia. View the full release here:

This year's Williams Sonoma "Tools for Change" spatulas benefiting No Kid Hungry were designed by (l ...

This year's Williams Sonoma "Tools for Change" spatulas benefiting No Kid Hungry were designed by (left to right) Kristen Bell, Faith Hill, Alton Brown, Bobby Flay, Neil Patrick Harris and David Burtka, Giada De Laurentiis, American Girl™, Questlove, Jeff Bridges, Ayesha Curry, and Shake Shack (not shown). (Photo: Business Wire)

"Thanks to our incredibly generous customers, friends of the brand and
employees Williams Sonoma was able to raise more than $3.3 million since
2012 to support No Kid Hungry, which equates to 33 million meals served
to children in need across the nation," said Janet Hayes, president of
Williams Sonoma. "This year, we're continuing our efforts with an even
loftier goal. We're renewing our commitment to an organization dedicated
to making No Kid Hungry a reality through awareness, action and

To help achieve this year's fundraising goal and amplify the campaign,
Williams Sonoma joined forces with prominent celebrities, chefs and
brands to take part in its fourth annual customer-favorite "Tools for
Change" program. This year's "tools" include a collection of
limited-edition celebrity designed spatulas. Now available in stores and
online at, the exclusive spatulas retail for $12.95
each, with thirty percent of the retail price benefiting No Kid Hungry.
For every dollar raised, No Kid Hungry can connect a child with ten
healthy meals.*

This year's limited-edition spatulas were designed by the following
celebrity personalities and brands:

  • The American Girl™ brand
  • Actress and Activist Kristen Bell
  • Academy Award-winning Actor and No Kid Hungry National Spokesperson
    Jeff Bridges
  • Celebrity Culinarian Alton Brown
  • Cookbook Author and Host Ayesha Curry
  • Chef and Author Giada De Laurentiis
  • Chef Bobby Flay
  • Award-winning Actor Neil Patrick Harris and Chef and Actor David Burtka
  • Music Superstar Faith Hill
  • Shake Shack
  • Grammy Award Winning Musician and co-founder of The Roots, Musical
    Director of The Tonight Show and James Beard Award Nominated
    author Questlove

Actress Kristen Bell, who designed a sloth-themed spatula, shared why
she is a champion for the cause, explaining, "Sluggish and hungry is not
the recipe for a child's success. That's why I'm working with No Kid
Hungry to connect kids to the food they need to reach their full

Questlove also commented, "As I have become more involved in
food-related creativity, I have tried to become more involved in
food-related causes. No Kid Hungry is one of the most compelling. They
say that breakfast is the most important meal, and childhood is the
breakfast of life."

Starting today, celebrity spatula designers will be spreading the word
on social media by competing in a "spatdown" posting about the campaign,
with the goal of selling the most spatulas. Williams Sonoma will make a
five-thousand-dollar donation to No Kid Hungry on behalf of the winner.
Watch the "spatdown" unfold live by following @williamssonoma on
Instagram and become a part of the conversation by using #WSNoKidHungry.

Beginning September 1, 2017, through the month of October, Williams
Sonoma will be the exclusive retailer to carry America The Great
published by Weldon Owen, featuring recipes from 100 of
America's most celebrated chefs. The book offers an intimate glimpse
into the lives of award-winning chefs Mario Batali, José Andrés and
Marcus Samuelsson, and food revolutionaries such as Ruth Reichl and
Charles Phan, as they share what they cook for their loved ones. Weldon
Owen is a proud supporter of the No Kid Hungry campaign, and has
committed to help No Kid Hungry connect kids with at least 200,000 meals
through sales of America The Great Cookbook.

Fundraising efforts will take place in all Williams Sonoma stores across
the country, as No Kid Hungry impacts local communities through
partnerships with local organizations. Each Williams Sonoma store will
display the names of the organizations No Kid Hungry has worked with in
the local community to fulfill their mission.

Williams Sonoma retail locations will also host cooking classes for kids
during August and No Kid Hungry month, the month of September. Classes

  • Saturday, August 26, 2017, American Girl Lunch Party. The cost is $30,
    with 30 percent of the ticketed price benefiting No Kid Hungry, and
    includes an American Girl sandwich cutter set.
  • Saturday, September 2, 2017, Fall Donut Party. The cost is $30, with
    30 percent of the ticketed price benefiting No Kid Hungry, and
    includes a donut pan.
  • Wednesday, September 13, 2017, America The Great Cookbook Club.
    The cost is $50, which includes a copy of the book and a $10 donation
    to No Kid Hungry. The class will feature recipes from Chef Mario
    Batali and food writer Ruth Reichl.
  • Saturday, September 16, 2017, Pancake Party. The cost is a $5 donation
    that goes directly to No Kid Hungry.

To sign up for a class, call or visit your local store.

Donations can also be made online by visiting:

For more information about No Kid Hungry or to purchase products
benefiting the organization visit:

*To learn more about No Kid Hungry visit:

About Williams Sonoma

Since its founding by Chuck Williams in 1956, the Williams Sonoma brand
has been bringing people together around food. A member of
Williams-Sonoma, Inc. (NYSE:WSM) portfolio of brands, Williams Sonoma
is a leading specialty retailer of high-quality products for the kitchen
and home, providing world-class service and an engaging customer
experience. Products include cookware, cooks' tools, cutlery, electrics,
bakeware, food, tabletop and bar, outdoor, cookbooks, as well as
furniture, lighting and decorative accessories. Each store offers
cooking classes and tastings conducted by expert culinary staff. A
comprehensive gift
registry program
 for weddings and other special events is available
in stores and online. On and
the Williams Sonoma blog, Taste,
customers can find recipes, tips, and techniques that help them create
delicious meals and wonderful memories. Williams Sonoma is a proud
supporter of No Kid Hungry, a nonprofit dedicated to ending childhood
hunger in America. Follow Williams Sonoma on FacebookInstagramTwitterPinterestGoogle+ and YouTube.

About No Kid Hungry

No child should go hungry in America, but 1 in 6 kids will face hunger
this year. Using proven, practical solutions, No Kid Hungry is ending
childhood hunger today by ensuring that kids start the day with a
nutritious breakfast and families learn the skills they need to shop and
cook on a budget. When we all work together, we can make sure kids get
the healthy food they need. No Kid Hungry is a campaign of national
anti-hunger organization Share Our Strength. Join us at

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