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MasterChef and MasterChef Junior cook up new toys, games, cookware and experiential deals in the US

Endemol Shine North America has secured a new slate of partnerships for the hit culinary competition series, MasterChef and MasterChef Junior, taking the brand into interactive toys, board games, cookware, and live experiences.

Kicking off the new slate of licensing partners, Abacus Brands, a leader in educational virtual reality toys, will be developing a unique interactive cooking experience with a MasterChef Junior cooking kit. The STEM focused kit features AR and VR technology, allowing kids to learn about cooking techniques, where food comes from, as well as tips and tricks from former MasterChef Junior contestants.

Meanwhile, Wilder Games will be creating the first MasterChef-themed board game for the US market. The board game puts families to the test and will give them the chance to experience the cooking series on game nights with real cooking-themed competition and culinary know-how.

Innovation driven home and lifestyle product makers, Creative Concepts Manufacturing Group will be designing a new line of Masterchef branded cookware featuring its signature 18 Karat Gold and Silver Ion plated finishes. The cookware line will include a full array of saucepans, fry pans, grill pans and casseroles that aim to solve multiple concerns faced by food-loving home chefs.

“We are thrilled to offer the number one food competition franchise to licensees and enter new deals for the US market,” said Amber Sheppo, SVP, licensing, Endemol Shine North America.

“Cooking has always brought families together, and that seems to be true now more than ever. With these latest partners onboard, we are able to provide new experiences for our fans through an array of fresh and unique products in 2021.”

Endemol Shine North America recently announced a range of other partnerships including the opening of the first MasterChef restaurant concept in the US with VC Capital. Meanwhile, Gander Group has signed up for a series of branded kitchen products for the casino industry.

Additionally, the company has extended its partnership with TCG Entertainment, producers of MasterChef Junior Live! with the return of the highly popular live stage show in Spring 2021, visiting over 20 cities across the US.

MasterChef has been renewed for an 11th season on FOX and MasterChef Junior season eight is set to return in the 2020-2021 season on FOX.

MasterChef is part of the global offering from Banijay Brands, the newly-launched division within Banijay which encompasses brand licensing, merchandising, gaming, gambling and music and represents brands from the world’s largest content catalogue, comprising of 88,000+ hours of original programming.

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