Amsterdam, London 06/10/17 -- Global content creator, producer and distributor, Endemol Shine Group, today announced a raft of new licensing deals and partnerships for global brand MasterChef. The latest deals span experiential, digital and consumer products, including cookery experiences and courses, gaming and publishing.
Frances Adams, Global Director of Brands and Licensing, Endemol Shine Group said, “We are incredibly proud to have such a variety of MasterChef products and experiences coming to market, allowing the global fan base to engage with the brand across multiple platforms. The extensive licensing programme is testament to the worldwide appeal of MasterChef and our diverse audiences’ appetite for fresh ways to enjoy the brand.”
Experiential
New to market this October is the MasterChef Experience which offers interactive cooking, dining and chef’s table experiences, in partnership with interactive, cooking & dining venue AVEQIA. This is a unique hands-on opportunity to prepare, cook and dine with some of the most talented champions and finalists from the MasterChef TV series, who will be hosting experiences at AVEQIA London for both consumer and corporate events.
The MasterChef licensing programme already incorporates a broad range of experiential offerings such as global travel experiences MasterChef Travel (Cox & Kings), MasterChef At Sea (MSC Cruises) and MasterChef Cruise (Life Journeys).
Publishing
Building on the brand’s considerable global publishing success, DK have released an updated edition of the hugely popular MasterChef Kitchen Bible. And coming to market in 2018 will be four new inspiring mini-books from DK, 'Quick Wins', ‘Amazing Mains’, 'Prepare Ahead' 'and ‘Sensational Puddings’, featuring a selection of recipes created by previous MasterChef winners and finalists.
Recently launched in France, the MasterChef Magazine from C2H Communications, is a quarterly gastronomic and lifestyle publication offering fans access to exclusive interviews, recipes and travel features. Other recent titles from the brand include MasterChef Street Food of the World (Bloomsbury/Absolute) and the US MasterChef Junior Cookbook (Penguin/Clarkson Potter) which has been selected by William Sonoma as Book of the Month October 2017.
Toys
MasterChef enjoys worldwide success with a number of popular on-screen variations including MasterChef Junior which is a primetime hit in over 25 countries. Sambro have been appointed as licensee to create a MasterChef range of toys to enable the younger enthusiasts to enjoy the brand and develop their cookery skills. The collection is set to retail next year in the UK, Ireland, France, Germany, Austria, Switzerland, Benelux, Scandinavia and Poland. In Italy, toy manufacturer Toys Garden have produced a hugely successful range of MasterChef branded food and kitchen role play toys.
Digital
MasterChef has an ever increasing digital footprint with over 15 million worldwide social media followers. Building on the digital popularity of the brand, Endemol Shine North America has announced a global license that will allow Animoca Brands Corp. to develop interactive digital experiences for smartphones and tablets based on the hit culinary franchise. Games and apps will incorporate signature elements of the US MasterChef TV show such as Mystery Box Challenges and Pressure Tests, with the first game slated for release in 2018.
This latest digital brand extension follows the recent success from Endemol Shine North America with the first of two Cooking With MasterChef classes via the premiere online learning destination, Craftsy. The downloadable and interactive online classes led by three previous MasterChef champions feature dozens of recipes and hours of close-up instruction, along with tips and tricks learned while competing in the MasterChef kitchen. Additional classes are planned for 2018.
Retail
Coming to the UK in 2017 is the MasterChef Gift Card which will enable people to purchase the very best food and drink from an ‘Artisan Network’ of outstanding independent retailers. The gift cards which can be redeemed via the Artisan Network Online Shop will be the only major gift card in the UK dedicated to independent food and drink retailers.
The MasterChef brand enjoys huge retail success with global kitchenware, cookware, small appliances and giftware ranges and TCC’s 40+ loyalty programs in multiple markets. And recently launched in Italy is a range of MasterChef branded clocks and timers from world-class watch and clock makers Lowell.
MasterChef is the most successful factual-entertainment format in the world, produced for 50 territories, seen in over 200 countries and watched globally by over 250 million viewers.
Endemol Shine Group will be showcasing their portfolio of brands at Brand Licensing Europe 2017 – Stand B95
On Tuesday 10th October 4pm – close, 2010 MasterChef finalist Tim Kinnaird will be preparing his signature macarons alongside the UK’s 2016 winner Jane Devonshire, whilst they talk to the audience about their experiences on the hit show.
http://licensing.endemolshinegroup.com/
Further information please contact
Rachel Hassall, Endemol Shine Group
Tel: + 44 (0) 7970606803, rachel.hassall@endemoluk.com