‘MasterChef’ Gets Chinese Agent

Brands United is on board to represent the popular cooking program for merchandise and promotional activities.

ASIA–Global content creator Endemol Shine Group has appointed Brands United to represent the “MasterChef” brand for licensing in the Greater China region.

Under the terms of the agreement, Brands United will aim to build brand awareness in the Chinese market through merchandise and promotional efforts.

“‘MasterChef’ is not only one of the top formats in Endemol Shine’s catalog, but also a leader among worldwide food shows,” says William Tan, managing director, Endemol Shine China. “It’s our honor to collaborate with Brands United as consumers will enjoy the ‘MasterChef’ brand in diversified ways.”

“MasterChef” is one of the most successful cookery TV shows in the world and has been adapted locally in 52 countries. Today, the “MasterChef” brand extends across multiple licensed categories including publishing, consumer products, live events, travel, digital and more.