Banijay Brands has announced further growth of its hugely successful brand licensing programme for MasterChef, the world’s most successful cookery television format. The company is building on its existing partnership with leading European housewares company Arovo, plus rolling out new deals across cookware and games.
Arovo’s MasterChef collection includes a broad selection of products such as ceramics, tableware, textiles, cookware, knives, utensils and small domestic appliances. The affordable kitchen and tabletop MasterChefrange will be launching in the U.S. in May alongside a brand-new US MasterChef Amazon store. And across Europe, interior design retail chain CASA have developed the Elite collection with Arovo, consisting of a series of high-quality, stylish kitchen must-haves and appliances, available exclusively in all 500+ CASA stores and at casashops.com.
In addition, Banijay’s Endemol Shine North America (ESNA) has partnered with leading retail product manufacturer Creative Concepts for a unique collection of MasterChef silver-ion and 18K gold coated cookware sets which are now available online.
ESNA has also furthered its partnership with Wilder Toys for a bite-sized edition of the successful MasterChef Family Cooking Game which is available at Walgreens.
Elsewhere, Endemol Shine Brasil has just announced the arrival of three Spanish MasterChef wines available in the region exclusively with local wine online retailer Grande Adega.
Alice Bernardi, Director of International Brand Licensing, Banijay Brands says: “MasterChef is an evergreen brand that resonates strongly with consumers all around the world, and by collaborating with teams across Banijay’s footprint we deliver a truly global licensing programme. We only work with the best partners in the business, who will uphold the integrity and quality associated with the brand, and it is wonderful to see these partnerships grow.”
Created by Franc Roddam, MasterChef celebrated its 500th series globally in 2021, with 49 productions in 33 territories airing last year. An international ratings hit, the format has a number of successful iterations including Celebrity MasterChef, MasterChef: The Professionals, Junior MasterChef, MasterChef All Stars, and the recently announced Young MasterChef (w/t) with BBC Three in the UK, which will be dedicated to up-and-coming young food talent between the ages of 18 and 25.
With more than 90 licensees around the world, the MasterChef brand extends into a huge range of successful commercial activities. Millions of consumer products have sold globally, the extensive publishing range has proved lucrative, and audiences around the world can engage with MasterChef through live experiences from restaurants to cruises and tours.
The MasterChef format and finished programmes are represented internationally by Banijay Rights.