Tag Archives: Endemol Shine

Endemol Shine Brasil teams with Vibra Digital for MasterChef Brasil online store

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Endemol Shine Brasil, part of Banijay, and Vibra, a hub of technological solutions based on content consumption data and responsible for the digital strategy of the channels Bandeirantes Group, are launching an official store for the sale of MasterChef Brasil licensed products on the NaPrateleira platform.

MasterChef Brasil, which debuted in 2014, is one of the longest-running series on Brazilian television with 13 seasons so far.

“We always wanted to bring the MasterChef Brasil experience into people’s homes and beyond the screen and through this partnership with Vibra, we have found the best way to facilitate that happening,” says Fernanda Abreu, Head of Licensing at Endemol Shine Brasil. “The NaPrateleira marketplace serves all of Brazil with safety and quality and it is the perfect place for our viewers to purchase licensed MasterChef products.”

Led since 2015 by Abreu, Endemol Shine Brasil’s Licensing department is responsible for representing the company’s brands and characters in the country, transforming entertainment into a complete experience for customers and consumers.

Currently, there are more than 70 products in the new MasterChef Brasil official store and in 2022, Endemol Shine Brasil expects to offer more than 200 items.

Among the MasterChef Brasil items licensed by Endemol Shine Brasil available in the official store are stickers, birthday invitations, decorative bands, Gedex knives, packaging and trays for sweets and snacks, stainless steel tongs, rice moulders, cutters, reels, spatulas, sieves and spoons.

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

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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.

Banijay launches its licensing and merchandising division Banijay Brands

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Banijay today announces the launch of Banijay Brands, a division dedicated to all areas of commercial activity, including brand licensing, merchandising, gaming, gambling, and music. The division will be led by the newly appointed chief commercial officer, Owain Walbyoff.

The new operation will represent an extensive and diverse portfolio covering entertainment, scripted animation, game shows, and kids, from MasterChef, Peaky Blinders and Deal or No Deal, to Simon’s Cat, Mr Bean, and Crystal Maze.

Following the recent acquisition, Jane Smith, group director, brand licensing will lead the licensing area, overseeing key brands from the world’s largest international content catalogue, comprising of more than 88,000 hours of original programming. She will also work with the network of teams in local markets to further expand the business.

Smith joined Endemol Shine in 2018, where she has substantially driven the growth of properties such as MasterChef, Peaky Blinders and Simon’s Cat within licensing and merchandising. 

Banijay Brands will launch at next month’s Festival of Licensing with senior executives available for meetings at the virtual conference.

Walbyoff, said: “Without a doubt we are a market leader in this space, and I look forward to seeing how we bolster the IP even further. Jane is a highly-experienced, strategic executive with vast industry knowledge, and with some of the world’s biggest brands in our portfolio, the possibilities are endless.” 

Jane Smith, group director, brand licensing of Banijay Brands, added: “Banijay Brands represents an incredibly compelling catalogue of globally-renowned, cross-genre brands, which we will be bringing to the Festival of Licensing. By partnering with the very best licensees in the business, we aim to create innovative and impressive products that our audiences and fans will love.”

The Banijay Brands portfolio now includes MasterChef, Temptation Island, Peaky Blinders, Survivor, Deal or No Deal, The Inbetweeners, Big Brother, Mister Maker, Operation Triunfo, Eat Well for Less, Simon’s Cat, Mr Bean, Don’t, Sunday Brunch, Tipping Point, The Biggest Loser, Ready Steady Cook, Black Mirror, Miss France, Maddie’s Do You Know?, Wipeout and Crystal Maze.

Simon’s Cat sets first paws down in Brazil with Chico Rei partnerships

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Simon’s Cat is soaking up some of that Brazilian culture thanks to a new partnership with Chico Rei, the region’s leading e-commerce platform for creative and personalised products that will see the launch of a special line of t-shirts, mugs, notebooks, phone cases and posters. The new range will feature exclusive prints of the world-renowned cat.

In a deal brokered by Endemol Shine Brazil, the entire Chico Rei collection will be handcrafted using 100 per cent natural and sustainable materials. It is also vegan certified with a PETA seal, which guarantees that the products in the clothing do not employ any type of animal exploitation.

“We are thrilled to be the first brand to license Simon’s Cat in Brazil. It is a pleasure to take this kitten from the screen to products and we are sure that the charisma of this character will win the hearts of the Brazilian public,” Bruno Imbrizi CEO of Chico Rei.

Simon’s Cat is a worldwide phenomenon, seen in over 100 countries, with 7 million fans on Facebook, 2 million followers on Instagram, and more than 1 billion views on YouTube. It features the antics of a cheeky white cat and his long-suffering owner Simon. The brand was created by award-winning illustrator, animator and director Simon Tofield.

First seen on YouTube in 2008, the Simon’s Cat brand enjoys international success across multiple categories including gaming, publishing and apparel. There have been more than 80 million digital sticker downloads and in excess of 18 million mobile gaming downloads with further titles in development.

“The expertise of Endemol Shine Brazil is to deliver complete experiences to the public and customers, engaging the audience beyond the television screen. Simon’s Cat is already a global phenomenon with millions of fans around the world, many of whom are Brazilian, and we couldn’t be happier to deliver exclusive and original products to our audience with Chico Rei,” said Fernanda Abreu, head of licensing of Endemol Shine Brazil.

Simon’s Cat lands new board game, card games, and puzzles deals

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Simon’s Cat is slinking into the card games, board games, and puzzles sector thanks to a trio of new partnerships to have been signed by the global content creator, producer, and distributor, Endemol Shine.

Inspired by the hit animated series, Simon’s Cat, the popular moggy will be making its debut among leading names in the tabletop gaming space, including with the like of Alley Cat Games – who will develop a new board game for the IP.

Simon’s Cat will also receive its own series of family card games courtesy of MDR Games, available through Amazon in the UK, Germany, and in stores in Poland, and a puzzle deal with the publisher Athesia Kalenderverlag.

Simon’s Cat follows the antics of a mischievous white cat and his long-suffering owner Simon. It was created by the award-winning illustrator, animator and director Simon Tofield and was first seen on YouTube in 2008.

The series is now a worldwide phenomenon, entertaining audiences in over 100 countries.

These latest deals build on the hugely successful extensions of the Simon’s Cat brand in the mobile games space, with titles such as Simon’s Cat Pop Time, Simon’s Cat Crunch Time and Simon’s Cat Dash, which have generated in excess of 16 million mobile gaming downloads.

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, commented: “These new deals build on an already successful licensing programme for Simon’s Cat across Europe. The humour and warmth of the brand appeals to a broad fan base of cat lovers around the world who can relate to these charming and cheeky characters, and expanding our digital business into physical products is testament to this.”

The Simon’s Cat brand enjoys success across multiple categories including gaming, publishing and apparel. Last year alone saw sell-out success with Teespring plushies; a brand new book Simon’s Cat It’s a Dog’s Life which brings everyone’s favourite feline back to the page, with a canine twist; the rollout of the hit mobile game Simon’s Cat Dashin China; and continued international growth with further agent appointments in the Nordics and CEE, and Southeast Asia.

Nearly two million Simon’s Cat books have been sold, and there are more than 80 million digital sticker downloads.

The brand has over 6.5 million fans on Facebook, two million followers on Instagram, and more than one billion views on YouTube.