Endemol Shine North America has announced a new slate of partnerships for culinary competition series “MasterChef.”

Banijay, which owns Endemol Shine, is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. Register for free now!

Expanding the current licensing program for “MasterChef” and “MasterChef Junior,” the partnerships offer fans and consumers even more opportunities to experience their favorite cooking competition series through a number of new product offerings across multiple categories, including interactive toys, board games, cookware and live experiences. 

Abacus Brands, a leader in educational virtual reality toys, will be developing a unique interactive cooking experience with a “MasterChef Junior” cooking kit. The STEM-focused kit features AR and VR technology, allowing kids to learn about cooking techniques, where food comes from, as well as tips and tricks from former “MasterChef Junior” contestants.

Wilder Games will be creating the first “MasterChef”-themed board game for the U.S. market. The board game puts families to the test and will give them the chance to experience the cooking series on game nights with real cooking-themed competition and culinary know-how.  

Creative Concepts Manufacturing Group will be designing a new line of “MasterChef”-branded cookware featuring its signature 18 Karat Gold and Silver Ion plated finishes. The cookware line will include a full array of saucepans, fry pans, grill pans and casseroles that aim to solve multiple concerns faced by food-loving home chefs. 

“We are thrilled to offer the #1 food competition franchise to licensees and enter new deals for the U.S. market,” says Amber Sheppo, senior vice president, licensing, Endemol Shine North America. “Cooking has always brought families together, and that seems to be true now more than ever. With these latest partners onboard, we are able to provide new experiences for our fans through an array of fresh and unique products in 2021.”  

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