“When we learned the combined kitchen and tabletop license would become available for ‘MasterChef,’ we did not hesitate,” says Nathalie Vandeghinste, chief executive officer, Arovo. “There are very few brands that can easily cross all of the various product lines of these categories. On top of that, the brand has very positive brand recognition in more than 60 countries. Working with the team at Endemol Shine has been extremely productive, and at Arovo, we are confident this is the beginning of a long and fruitful partnership.”
The multi-territory deal will offer a selection of products and will include ceramics, tableware, textiles, cookware, knives, utensils, small domestic appliances and more.
“I am thrilled that together with Arovo, we will continue to build on ‘MasterChef’s’ integrity with a beautiful range of products, at attractive prices,” says Jane Smith, group director, brand licensing and gaming, Endemol
The first collection will launch at the Ambiente fair in Frankfurt on Feb. 7-11.
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