Appetite for MasterChef brand grows
Shine Group is building global momentum around its kid-oriented cooking competition series Junior MasterChef, with new international productions, licensing campaigns and consumer products in development.
First produced in the UK in 1990 and reinvented by Shine TV in 2005, the original MasterChef is produced in more than 28 countries and broadcast in 145 worldwide, including the UK, US, Australia and France.
Junior MasterChef, which gives children ages eight to 12 their own chance to become a MasterChef champion, is already produced in Australia and the UK. New countries signed on for local productions include France, Greece and Indonesia .
In addition to the MasterChef Academy iPhone and iPad apps from ShineVu and the MasterChef book publishing programme from Dorling Kindersley, new licensees include Haymarket (live exhibitions), Peter Black (MasterChef & Junior MasterChef gift sets), WHSmith (Junior MasterChef gift sets), Ranksharp (picnic accessories), ICTC (textiles) and Amber (online giftware). New categories being targeted include publishing, toys & accessories for Junior MasterChef, as well as food, event and brand partnerships for both MasterChef and Junior MasterChef.
Licensing and partnership activity to date has included non-broadcast sponsorship and promotions, consumer products and publishing, digital and live events. New categories being targeted include live experiences, food and retail.
New territories with local productions and these consumer products programs set to launch over the coming year include Croatia, Greece, Indonesia, Ireland, Italy, Malaysia, New Zealand, Portugal, Romania, Saudi Arabia, South Africa, Turkey and the Ukraine.