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New deals and partnerships cooked up for MasterChef

Endemol Shine Group further diversifies licensed offerings for hit brand.

Sambro and DK are among the licensees launching new product for the hit MasterChef brand.

Ahead of Brand Licensing Europe next week, Endemol Shine Group has confirmed a number of new partnerships as it looks to further diversify the licensed offering for the property.

Sambro has been appointed as licensee to create a MasterChef range of toys to enable the younger enthusiasts to enjoy the brand and develop their cookery skills.

The collection is due to launch next year in the UK, Ireland, France, Germany, Austria, Switzerland, Benelux, Scandinavia and Poland.

Meanwhile, in Italy, toy manufacturer Toys Garden has produced a successful range of MasterChef branded food and kitchen role play toys.

In addition, DK has released an updated edition of the popular MasterChef Kitchen Bible, while in 2018 it will launch four new mini books – Quick Wins, Amazing Mains, Prepare Ahead and Sensational Puddings. These will feature recipes created by previous MasterChef winners and finalists.

Coming to the UK later this year is the MasterChef Gift Card which will enable people to purchase the very best food and drink from an ‘Artisan Network’ of independent retailers.

The gift cards – which can be redeemed via the Artisan Network Online Shop – will be the only major gift card in the UK dedicated to independent food and drink retailers.

On top of this, MasterChef has an increasing digital footprint with over 15 million worldwide social media followers.

A global licence has been secured with Animoca Brands to develop interactive digital experiences for smartphones and tablets based on the franchise. Games and apps will incorporate signature elements of the US MasterChef TV show such as Mystery Box Challenges and Pressure Tests, with the first game slated for release in 2018.

Finally, in the experiential space, the MasterChef Experience launches this month. This will offer interactive cooking, dining and chef’s table experiences in partnership with cooking and dining venue AVEQIA.

The MasterChef licensing programme already incorporates a broad range of experiential offerings such as global travel experiences MasterChef Travel (Cox & Kings), MasterChef At Sea (MSC Cruises) and MasterChef Cruise (Life Journeys).

Frances Adams, global director of brands and licensing at Endemol Shine Group, said: “We are incredibly proud to have such a variety of MasterChef products and experiences coming to market, allowing the global fan base to engage with the brand across multiple platforms.

“The extensive licensing programme is testament to the worldwide appeal of MasterChef and our diverse audiences’ appetite for fresh ways to enjoy the brand.”

Visitors to the Endemol Shine Group stand at BLE on Tuesday October 10 will be able to see 2010 MasterChef finalist Tim Kinnaird preparing his signature macarons, alongside the UK’s 2016 winner Jane Devonshire, while they talk to the audience about their experiences on the hit show.

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