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Brand Central Takes on MasterChef

Brand Central Takes on MasterChef
  Shine America has tapped Brand Central as the exclusive licensing agency for its series “MasterChef.”

Shine America has tapped Brand Central as the exclusive licensing agency for its series “MasterChef.”

The fourth season of the cooking competition is set to premiere on Fox this summer. Brand Central plans to take the franchise into new categories including cookware, kitchenware and food and beverage.

“With never-before-seen challenges and an incredible cast, this season of ‘MasterChef’ is going to be bigger and better than ever before,” says Monica Austin, senior vice president of business and brand development, Shine America. “We want to further extend the brand experience and fan engagement by empowering our audience to become MasterChefs in their own kitchens. We are confident that Brand Central’s experience with entertainment brands, along with their food and beverage expertise, will be the secret ingredient to make this program an even greater success.”

“‘MasterChef’ is one of the most successful food competitions around the world. We are thrilled to have the opportunity to represent such a top program and extend it to retail,” says Ross Misher, chief executive officer, Brand Central.

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