Ever Hear of a Brookster?

We were in Williams Sonoma yesterday and came across these Brookster Pans.  I consider myself to be someone who somewhat keeps up with baking blogs and the like and I had never heard of these things.  A quick search on the web and it looks like everyone is pointing to the same place that I am - Williams Sonoma where they sell a Brookster mix and - as you can see above - a Brookster pan.

So, did W-S create the Brookster?  Are they trying to build something of their own like the Whoopie Pie?  Pretty neat idea, if that's the way this shook out.