Possible Clues:

• Tic-tac-toe loser
• Kitchen gadget brand
• Kitchenware brand
• Big name in kitchen gadgets
• Tic-tac-toe nonwinner
• Palindromic kitchenware brand
• Losing tic-tac-toe line
• Tic-tac-toe line
• Good Grips gadget brand
• Maker of Good Grips kitchen tools