Endemol Shine Bolsters 'MasterChef' Licensing

The popular cooking program adds experiential, digital, toys, publishing and more to its extensive worldwide lineup.

GLOBAL–Endemol Shine Group has unveiled a raft of new licensing partners spanning experiential, digital and consumer products for its hit television series “MasterChef.”

Kicking off the expanded “MasterChef” licensing program is the “MasterChef Experience,” which was created in partnership with interactive, cooking and dining venue Aveqia and will offer U.K. guests the opportunity to prepare, cook and dine with some of the champions and finalists from the “MasterChef” TV series.

The “MasterChef” licensing program also incorporates a range of additional experiential partners including Cox & Kings for “MasterChef Travel,” “MSC Cruises for “MasterChef at Sea” and Life Journeys for “MasterChef Cruise.”

On the publishing side, DK has released an updated edition of the MasterChef Kitchen Bible. The publishing company will also release four new mini-books featuring a selection of recipes created by previous winners and finalists from the series. The mini-books (Quick Wins, Amazing Mains, Prepare Ahead and Sensational Puddings) will be available in 2018.

Other recent titles for the brand include MasterChef Magazine from C2H Communications in France, MasterChef Street Food of the World from Bloomsbury/Absolute and the U.S. MasterChef Junior Cookbook from Penguin/Clarkson Potter.

In the toys category, Endemol Shine has appointed Sambro to create a range of toys that will enable young fans to develop their cooking skills while enjoying the brand. The collection is set to hit retail next year in the U.K., Ireland, France, Germany, Austria, Switzerland, Benelux, Scandinavia and Poland. Meanwhile, in Italy, Endemol has tapped Toys Garden for a range of “MasterChef”-branded food and kitchen role play toys.

Delving into the digital realm, Animoca Brands Corp. has signed on to develop interactive digital experiences for smartphones and tablets. The upcoming games and apps will incorporate signature elements from the U.S. “MasterChef” TV series, such as Mystery Box Challenges and Pressure Tests, with the first game slated for release in 2018.

Craftsy has also debuted the first two “Cooking with MasterChef” classes via its premiere online learning destination. The classes are led by three previous champions and feature dozens of recipes and hours of close-up instruction, trips and tricks and more. Additional classes are planned for 2018.

For retail, Endemol Shine will release the “MasterChef” Gift Card in the U.K. this year, which will enable fans to purchase the best food and drink from an “Artisan Network” of independent retailers. The gift card will also be the only major gift card in the U.K. dedicated to independent food and drink retailers.

Additionally, the brand recently launched a range of branded clocks and timers at Lowell in Italy.

“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,” says Frances Adams, global director, brands and licensing, Endemol Shine Group. “The extensive licensing program is a testament to the worldwide appeal of ‘MasterChef’ and our diverse audiences’ appetite for fresh ways to enjoy the brand.”

Endemol Shine will showcase the “MasterChef” brand, as well as other properties from its portfolio, during Brand Licensing Europe this week at stand B95.

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