Shine ready to heat up MasterChef drive - Licensing.biz

Shine ready to heat up MasterChef drive

New international productions, licensing partners and consumer products to debut.
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The Shine Group is looking to further build on the success of its MasterChef and Junior MasterChef brands.

Both have a host of new partners rolling out international productions and consumer products over the coming months.

In the UK, over 28 million viewers - nearly half the UK population - have been exposed to the MasterChef brand so far this year. Licensing and partnership activity to date includes consumer products, digital and live events.

In addition to the MasterChef Academy iPhone and iPad apps from Shine Vu and the MasterChef book publishing programme from DK, licensees (in conjunction with BBC Worldwide) include Anotech (cookware), Haymarket (live exhibitions), Taylors Eye Witness (knives), Peter Black (gift sets), The Source (utensils), GWI (bakeware), Churchill (ceramics and tableware), WH Smith (DTR gift sets), Ranksharp (BBQ and picnic accessories), ICTC (textiles) and Amber (online giftware).

New categories being targeted include publishing, toys and accessories for Junior MasterChef, plus food, event/experiences, brand partnerships and promotions for both MasterChef and Junior MasterChef.

Key activity has also been taking place in the US, Australia, France, Greece, Israel, Sweden, Finland and the Netherlands.

New territories set to launch over the coming year include Croatia, Indonesia, Ireland, Italy, Malaysia, New Zealand, Portugal, Romania, Saudi Arabia, South Africa, Turkey and the Ukraine.

As well as the traditional consumer products programme, Shine is also actively investigating retail opportunities, both for MasterChef-branded footprints in existing retail environments, and also as standalone propositions.

"With such a strong foundation in the hearts and homes of fans around the world, MasterChef and Junior MasterChef are now poised to take the licensing world by storm, extending into the areas and products where food and cooking, and the love of these, are central themes," explained Lori Heiss, Shine Group global brand manager.

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