Endemol Shine extends 'Masterchef' for Kitchenware

Betting on brand licensing, Endemol Shine - producer of 'Masterchef’ and ‘Masterchef Junior,’ has extended both the properties for kitchenware range. The brand has inked pacts with Unibrands and Wicked Cool Toys to develop a kitchenware line inspired by the popular FOX franchise. Brand Central, the licensing agency for both franchise, the deals. As per the agreement, Unibrands will launch a line of Masterchef branded BBQ grilling sets and accessories including spatulas, tongs, forks and basting brushes with stainless steel and rubberized grips. Grill lights, grill covers, oven mitts and thermometers will also be a part of this collection. Further, Wicked Cool Toys will debut a line of cooking products meant for kids. Titled as Masterchef Junior cooking sets, the line will include real cooking tools, plating suggestions and three levels of recipes, spanning from breakfast to burgers, for all skill levels–line cook, sous chef and master chef. “We are so excited to partner with Wicked Cool Toys and Unibrands to extend the ‘Masterchef’ and ‘Masterchef Junior’ brands, and bring innovative and inspiring products into our consumers’ kitchens and their backyards,” says Tamaya Petteway, Senior Vice President, Brand And Licensing Partnerships, Endemol Shine.