MasterChef whips up China licensing move with Brands United Limited

Endemol Shine's new partnership will aim to build brand awareness in the local market through merchandise and promotional efforts.
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Endemol Shine has appointed Brands United Limited to represent the MasterChef brand in the Greater China region.

The new partnership will aim to build brand awareness in the local market through merchandise and promotional efforts.

William Tan, managing director of Endemol Shine China is confident in this partnership, saying: “MasterChef is not only one of the top formats in Endemol Shine’s catalogue, but also a leader among worldwide food shows.

“It’s our honour to collaborate with Brands United Limited as consumer will enjoy the MasterChef brand in diversified ways.

“Endemol Shine Group owns more than 400 IPs, including MasterChef, Mr Bean, Simon’s Cat, Humans, The Biggest Loser and The Brain. Brand management is an important part of our business strategy and Brands United Limited will be a key partner for us.”

Mr Stanley Yeung, CEO of Brands United Limited, added: “MasterChef is a global competitive cooking reality show with a significant worldwide social media following showing the recognition of the brand globally. We hope the collaboration between MasterChef and our local brands will be a win-win situation.”

MasterChef is produced and distributed by Endemol Shine Group. It is the most successful cookery television format in the world having been adapted locally in 52 countries. It is seen in over 200 countries and watched globally by over 250 million viewers.

The MasterChef brand already extends into a wide range of commercial activities across multiple platforms including extensive publishing, consumer products, live events, travel, digital and B2B activities.

According to LIMA’s findings, licensing is a growing business in Greater China with sales of licensed products increasing more than 20 per cent year on year in Hong Kong, outperforming a seven per cent average in the rest of Asia.

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