A blue streak of deals for chef Jason Santos

Jason Santos, here cooking for firefighters at Medford Fire Headquarters in 2013, sees his blue-tinted hair as a branding asset. Boston Globe Josh Reynolds

Jason Santos, here cooking for firefighters at Medford Fire Headquarters in 2013, sees his blue-tinted hair as a branding asset. Boston Globe Josh Reynolds

The Boston Globe – 10/4/16 by: Jon Chesto

You may soon run into Jason Santos and his blue hair in some unexpected places, like the shelves of your local Target or Walmart.

The chef has been trying to find ways to deploy his brand outside of his Boston restaurants, ever since his 2010 stint on Fox’s reality TV show “Hell’s Kitchen,” hosted by Gordon Ramsay. Santos began working with C3 Entertainment, a California-based licensing agency, in 2014. Last year, he landed his first licensing deal — one that put his name and face on a Master Card debit card.

You may soon run into Jason Santos and his blue hair in some unexpected places, like the shelves of your local Target or Walmart.

The chef has been trying to find ways to deploy his brand outside of his Boston restaurants, ever since his 2010 stint on Fox’s reality TV show “Hell’s Kitchen,” hosted by Gordon Ramsay. Santos began working with C3 Entertainment, a California-based licensing agency, in 2014. Last year, he landed his first licensing deal — one that put his name and face on a Master Card debit card.

Santos says his restaurant work remains his main passion: He’s busy tending to Abby Lane in theTheater District and Back Bay Harry’s, as well as Buttermilk & Bourbon, a new place that will open later this fall in the Back Bay. The licensing stuff? He says that’s just a hobby.

“I don’t go out and rock climb on Saturdays,” Santos says. “I go out and try to work my brand.”

Santos concedes that his blue hair has turned into an important asset, by helping to make him more memorable. It all started almost by accident, more than 20 years ago when Santos, on a whim, decided to dye his hair in a hotel room before an appearance on NBC’s “Today” show.

“It just took off,” Santos says. “[But] I just turned 40. How much longer can I rock blue hair?”

With all these products coming to stores with his mug on them, Santos has already solved his own question. The answer? Many years to come.

Article link: Boston Globe A blue streak of deals for chef Jason Santos