Endemol Shine Group partners with housewares company Arovo on new collection.
Endemol Shine Group has partnered with European housewares company, Arovo for a new MasterChef homewares range.
The first collection launched at the Ambiente fair in Frankfurt which kicked off on February 7 and concludes today (Tuesday February 11).
The multi-territory deal will see Arovo offer a broad selection of products and will include ceramics, tableware, textiles, cookware, knives, utensils and small domestic appliances among others.
“I am thrilled that together with Arovo, we will continue to build on MasterChef’s integrity with a beautiful range of products, at attractive prices,” said Jane Smith, group director, brand licensing and gaming at Endemol Shine Group. “This partnership allows us to reach more of our global MasterChef consumers through both traditional retail and online channels.
“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.”
Nathalie Vandeghinste, ceo at Arovo, added: “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.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
