MasterChef Whips Up New Deals

Banijay Brands has announced further growth of its brand licensing program for MasterChef. 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.  

Read More: Creative Concepts Introduces MasterChef Cookware Collection

In addition, Banijay’s Endemol Shine North America (ESNA) has partnered with retail product manufacturer, Creative Concepts, for a collection of MasterChef silver-ion and 18K gold-coated cookware sets which are now available online. ESNA has also furthered its partnership with Wilder Toys for a bite-size edition of the MasterChef Family Cooking Game available at Walgreens. Elsewhere, Endemol Shine Brazil has just announced the arrival of three Spanish MasterChef wines available in the region with local wine online retailer, Grande Adega.  

“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.  

Banijay Brands is exhibiting at Licensing Expo 2022. Find out more information here.