Gifts Today magazine

MasterChef brand continues to grow

Global content creator, producer and distributor, Endemol Shine Group announce the latest deals for global brand MasterChef across retail and publishing

In the UK, in partnership with gifting specialists, Kimm & Miller, a brand new range of MasterChef gift sets will launch later this year. Available in Debenhams stores, the gift range includes Apron with Spices, Mini Saucepan Servers with condiments, Spice Rack and Pestle & Mortar with herbs.

Earlier today, Endemol Shine North America announced a partnership with SCS Direct Inc., a leader in consumer products, to launch an all-new line of small kitchen appliances inspired by America's most-watched cooking competition series, MasterChef. Available immediately, the MasterChef collection features ten distinctive kitchen countertop appliances and can be purchased on Amazon and Macys.com.

The latest news follows the announcement last month that Endemol Shine Group have partnered with established cookware distributor TTP Concepts to launch on Amazon the first ever pan European online retail destination for the MasterChef brand. Following a deal with Case Licenses to manufacture a range of comprehensive MasterChef kitchenware, the Case Licenses range will be the first to feature on the new dedicated Amazon retail page.

Building on the brand's publishing success, last week the latest recipe collection, MasterChef The Classics with a Twist, launched. Published by DK, the book brings together a decade of MasterChef champions, as they get creative in the kitchen and put their unique twist on 100 classic dishes. With forewords by judges John Torode and Gregg Wallace, MasterChef The Classics with a Twist includes insightful interviews with the champions from the past ten years. The interviews reveal how the series has inspired them to cook with imagination, their highlights from the show, their food heroes, plus advice for budding MasterChefs.

In celebration of this year's Food and Beverage theme at BLE, yesterday there were two live sessions in the food activation area with this year's MasterChef UK winner Kenny Tutt, and Ping Coombes, MasterChef UK winner 2014.

MasterChef is the most successful cookery television format in the world reaching a milestone 61 markets sold to and produced in over 50, demonstrating the strength of the brand. MasterChef is currently the strongest food brand on YouTube, with +250% more views than its nearest competitor. The MasterChef brand extends into a range of successful commercial activities across multiple platforms including worldwide publishing, consumer products, live events and global travel experiences.

MasterChef is produced and distributed by Endemol Shine Group. The record breaking format first launched on British television in 2005 where 38 series have aired to date on the BBC. Originally created by Franc Roddam the format was revived as MasterChef Goes Large in 2005 by Shine TV in the UK.


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