Endemol Shine North America has tapped Wicked Cool Toys to extend its "MasterChef Junior" series to kid-friendly products inspired by the show, which is currently in its fourth season on Fox.
Wicked Cool will launch a kid-safe range of cooking items and tools come November, in an exclusive partnership with retailer Walmart. The cooking line is designed to empower children of all culinary levels and encourage them to improve their skills.
"There is clearly a new trend taking place in the kitchen, as children of all ages are now aspiring to not only cook with their parents, but to be a chef like those they are seeing on 'MasterChef Junior," says Vivi Zigler, president, digital, brand and audience development, Endemol Shine North America. "The new 'MasterChef Junior' cooking sets are the perfect way to introduce children to culinary essentials and a valuable extension of the 'MasterChef Junior' brand."
"Kids and families across the U.S. have loved 'MasterChef Junior,' making it a top-ranked show in its time period, and we believe they will love to get their kids in the kitchen, making masterpieces just like on the show," says Jeremy Padawer, co-president, Wicked Cool Toys.