Shine Group shows licensing ambitions with new hire

Former Hit and Chorion exec, Lori Heiss to initially focus on MasterChef as she takes on global brand manager role.
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Shine Group is making its move into the licensing business - hiring former Hit Entertainment and Chorion exec, Lori Heiss, as its new global brand manager.

Heiss will take on the position from January 4th 2011. While her remit includes the development of the ongoing strategy for all Shine Group-owned brands, her initial focus will be on MasterChef, which the company has produced in the UK since 2005.

The brand already has a strong licensing programme including live events, publishing, consumer goods and a recently launched app, MasterChef Academy. The second year of MasterChef Live at London's Olympia recently attracted over 30,000 attendees across three days.

Heiss most recently headed up entertainment, retail and publishing partnerships at News International. She is already well-known in the licensing business through her time at Ragdoll, Chorion and Hit Entertainment.

At Shine, Heiss will report to president, Alex Mahon, and work closely with the commercial team in each territory.

"Lori is an exceptional marketeer and licensor, who has successfully guided some of the best known and most loved characters and programmes into partnerships that are profitable, suitable and sustainable," said Mahon. "MasterChef has enjoyed great success in the off-air activity undertaken to date, but has phenomenal further potential that Lori is idelly suited to help us realise on a global level."

Heiss added: "MasterChef is a vibrant and evolving brand with a strong foundation on which to build, and provides an ideal property to work with as I return to my TV roots."

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