Endemol Shine North America announces a new slate of partnerships for hit culinary competition series MasterChef and MasterChef Junior
Expanding the current licensing program for MasterChef and MasterChef Junior, the partnerships offer fans and consumers even more opportunities to experience their favorite cooking competition series through a number of new product offerings across multiple categories, including interactive toys, board games, cookware and live experiences.
Abacus Brands, a leader in educational virtual reality toys, will be developing a unique interactive cooking experience with a MasterChef Junior cooking kit. The STEM focused kit features AR and VR technology, allowing kids to learn about cooking techniques, where food comes from, as well as tips and tricks from former MasterChef Junior contestants.
Wilder Games, known for its innovative toys, games and consumer entertainment products, will be creating the first MasterChef-themed board game for the U.S. market. The board game puts families to the test and will give them the chance to experience the cooking series on game nights with real cooking-themed competition and culinary know-how.
Innovation driven home & lifestyle product makers, Creative Concepts Manufacturing Group will be designing a new line of MASTERCHEF branded cookware featuring its signature 18 Karat Gold and Silver Ion plated finishes. The innovative and trendy cookware line will include a full array of saucepans, fry pans, grill pans and casseroles that aim to solve multiple concerns faced by food-loving home chefs.
“We are thrilled to offer the #1 food competition franchise to licensees and enter new deals for the U.S. market,” said Amber Sheppo, SVP, Licensing, Endemol Shine North America. “Cooking has always brought families together, and that seems to be true now more than ever. With these latest partners onboard, we are able to provide new experiences for our fans through an array of fresh and unique products in 2021.”
Endemol Shine North America recently announced a range of other partnerships including:
From screen to plate, fans will be able to get a taste of MasterChef with the opening of the very first MasterChef restaurant concept in the U.S. in 2021 with VC Capital. Gander Group has signed up for a series of branded kitchen products exclusively for the casino industry. Additionally, the company has extended its partnership with TCG Entertainment, producers of MasterChef Junior Live! with the return of the highly popular live stage show in Spring 2021, visiting over 20+ cities across the U.S. In Mexico, Vasconia Brands recently launched its first cookware line inspired by the local adaptation of the series, MasterChef Mexico.
MasterChef has been renewed for an 11th season on FOX and MasterChef Junior season eight is set to return in the 2020-2021 season on FOX.
Originally created by Franc Roddam, MasterChef is the most successful cookery television format in the world having been adapted locally in 60+ countries, it is seen in over 200 countries and watched globally by over 300 million viewers. The MasterChef brand extends into a huge range of successful commercial activities across multiple platforms including extensive publishing, consumer products, experiential and live events, travel, digital and B2B activities.
MasterChef is part of the global offering from Banijay Brands, the newly-launched division within Banijay which encompasses brand licensing, merchandising, gaming, gambling and music and represents brands from the world’s largest content catalogue, comprising of 88,000+ hours of original programming.