Endemol Shine Group teams with SJ Trend for new range of cookware and kitchen appliances.
The MasterChef brand continues to grow across the globe, with Endemol Shine Group today (June 11) confirming that it has secured a deal with SJ Trend on a range of cookware and kitchen appliances.
The deal will see a range of cookware and kitchen appliances based on the world’s most successful cookery brand available in South Korea for the first time.
The collection will include kitchen utensils, as well as pots and pans. The first product to be unveiled is a Double Action Compaction Blender which is a blender and food processor in one and will be launched on Hyundai Home Shopping this month and available at online retail outlets in South Korea.
“Offering MasterChef products to consumers through online shopping in South Korea is a great way for us to bring this range into people’s homes,” said Jane Smith, group director, brand licensing and gaming at Endemol Shine Group. “We are happy to be working with SJ Trend who have developed a very strong product offering and is a testament to the strength of the brand in Asia.”
Suk-Ryal Yoon from SJ Trend, added: “MasterChef is a much-loved brand here in South Korea having successfully aired for five seasons and the show’s popularity will be equally linked to these licensed products.
“With the high awareness of the MasterChef brand, as well as the growing untact consumption phenomenon, we’re expecting the collection through the home shopping channel will be very positively received.”
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