Banijay Rights Expands Global Partnership with Arovo for the MasterChef BrandBanijay Rights Expands Global Partnership with Arovo for the MasterChef Brand
Deal sees full product range added to the U.S. retail market.
February 4, 2025

Banijay Rights has announced that it has finalized the expansion of its global partnership with Arovo to include all U.S. retail channels.
The original partnership in 2019 was created with the goal of building “MasterChef” into an authentic kitchen and tabletop brand. Since then, Arovo has brought “MasterChef” kitchenware and tabletop ranges to retailers in over 40 countries. In the U.S., these activities have been primarily focused on the e-commerce channel, but with the new agreement Arovo is able to bring the full extent of its product ranges – covering small domestic appliances, kitchen knives and cutting boards, cookware, utensils and gadgets, kitchen and table textiles, oven to tableware, ddinnerware and more – to U.S. retailers and its customers.
The new deal was brokered by David Christopher, director, licensing and merchandising, Banijay Rights.
“Banijay Rights’ global partnership with Arovo with the MasterChef brand is breaking new ground in the world of brand licensing,” say Christopher and Chris Lucero, executive director, Endemol Shine North America, in a joint statement. “The long term and global nature of the partnership enables Arovo to make the kind of brand building investments needed to create a truly differentiated brand in the homewares space. Our activities also benefit from a MasterChef brand that brings unparalleled primetime TV exposure and an enormous social media following to this category. The brand has an even male/female demographic and multi-generational appeal making it especially appealing for retailers and consumers alike.”
“When we started working with Banijay Rights and ‘MasterChef’ five years ago, I sensed that we had something special in our hands,” says Nathalie Vandeghinste, chief executive officer, Arovo. “But we had no idea of just how strong the brand would be with consumers across the globe, from New Zealand to Brazil, from Norway to South Africa. We are incredibly excited that we are now able to bring our many ranges to U.S. retailers.”
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