Endemol Shine, Arovo Cook Up ‘MasterChef’ Homewares Deal

Endemol Shine Group has announced a partnership between Arovo and “MasterChef.”

“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 Shine Group. “This partnership allows us to reach more of our global ‘MasterChef’ consumers through both traditional retail and online channels. They will be offered a whole new ‘MasterChef’ experience in their homes with a product range that is outstanding in design and quality and is true to our ‘MasterChef’ brand values of creativity and excellence.”

The first collection will launch at the Ambiente fair in Frankfurt on Feb. 7-11.