Endemol Shine Group has cooked up a new partnership for MasterChef with European homewares company Arovo.
The multi territory deal will offer a broad selection of licensed products, including ceramics, tableware, textiles, cookware, knives, utensils, small domestic appliances and more.
Nathalie Vandeghinste, CEO of Arovo, says: “When we learned the combined kitchen and tabletop licence would become available for MasterChef we did not hesitate. There are very few brands that can easily cross all of the various product lines of these categories.
“On top of that, the brand has very positive brand recognition in over 60 countries. Working with the team at Endemol Shine has been extremely productive and at Arovo we are confident this is the beginning of a long and fruitful partnership”
The first collection, which will launch at the Ambiente fair in Frankfurt later this month, will allow the brand to “reach more of our global MasterChef consumers through both traditional retail and online channels,” says Jane Smith, Group Director, Brand Licensing and Gaming, Endemol Shine Group.
“They will be offered a whole new MasterChef experience in their homes with a product range that is outstanding in design and quality, and is true to our MasterChef brand values of creativity and excellence,” she adds.