May 20, 2022
has announced further growth of its brand licensing program for
The company is building on its existing partnership with European housewares company, Arovo, rolling out new deals across cookware and games. The MasterChef format and finished programs are represented internationally by Banijay Rights.
Arovo’s MasterChef collection includes ceramics, tableware, textiles, cookware, knives, utensils and small domestic appliances. The kitchen and tabletop MasterChef range will be launching in the U.S. in May alongside a new U.S. MasterChef Amazon store. And across Europe, interior design retail chain, CASA, has developed the Elite collection with Arovo, consisting of a series of kitchen must-haves and appliances, available in all 500+ CASA stores and at Casashops.com.
In addition, Banijay’s Endemol Shine North America (ESNA) has partnered with retail product manufacturer, Creative Concepts, for a
“MasterChef is an evergreen brand that resonates strongly with consumers all around the world, and by collaborating with teams across Banijay’s footprint we deliver a truly global licensing program,” says Alice Bernardi, director, international brand licensing, Banijay Brands.
With more than 90 licensees around the world, the MasterChef brand extends into a range of commercial activities. Millions of consumer products have sold globally, and audiences around the world can engage with MasterChef through live experiences from restaurants to cruises and tours.
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