Licensees Focus


10 Feb - 2020

Tags from the story: Arovo, Endemol Shine Group, MasterChef.

Endemol Shine Group announced a partnership between leading European housewares company Arovo, and the world’s most successful cookery brand MasterChef

Global content creator, producer and distributor Endemol Shine Group announced a partnership between leading European housewares company Arovo, and the world’s most successful cookery brand MasterChef.

The multi territory deal will offer a broad selection of products and will include ceramics, tableware, textiles, cookware, knives, utensils, small domestic appliances and more. The first collection will launch at the Ambiente fair in Frankfurt later this month.

Arovo has been a leading international designer and supplier in the housewares market for over 25 years. The company has evolved from its beginning in dinnerware to now covering kitchen, tabletop and home deco, along with fashion & beauty and multimedia products, selling these items in over 25 countries worldwide.

Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, said “I am thrilled that together with Arovo, we will continue to build on MasterChef’s integrity with a beautiful range of products, at attractive prices. This partnership allows us to reach more of our global MasterChef consumers through both traditional retail and online channels. They will be offered a whole new MasterChef experience in their homes with a product range that is outstanding in design and quality, and is true to our MasterChef brand values of creativity and excellence.

Nathalie Vandeghinste, CEO Arovo: “When we learned the combined kitchen and tabletop licence would become available for MasterChef we did not hesitate. There are very few brands that can easily cross all of the various product lines of these categories. On top of that the brand has very positive brand recognition in over 60 countries. Working with the team at Endemol Shine has been extremely productive and at Arovo we are confident this is the beginning of a long and fruitful partnership.

MasterChef is the world’s most successful cookery television format with 63 local adaptations, broadcast in over 200 countries and watched by more than 300 million people globally. MasterChef has a digital footprint of more than 34 million fans totalling in excess of 4 billion views across YouTube, Instagram, Twitter and Facebook.

The MasterChef brand extends into huge range of commercial activities across consumer products, experiential, publishing, and digital.

MasterChef, the worldwide smash hit format that sets out on a nationwide quest to find the best amateur cook in the country, was created by Franc Roddam. The MasterChef format and finished programmes are represented internationally by Endemol Shine Group.

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