Endemol Shine Group appoints MasterChef licensing agent in Greater China

Global content creator, producer and distributor Endemol Shine Group announced the appointment of Brands United Limited to represent the MasterChef brand as the official licensing agent in the Greater China Region.

The partnership with Brands United Limited will aim to build brand awareness in the local market through merchandise and promotional efforts.

William Tan, Managing Director of Endemol Shine China, is confident in this partnership, saying “MasterChef is not only one of the top formats in Endemol Shine’s catalogue, but also a leader among worldwide food shows. It’s our honour to collaborate with Brands United Limited as consumers will enjoy the MasterChef brand in diversified ways.

He also emphasized that “Endemol Shine Group owns more than 4000 IPs including; MasterChef, Mr Bean, Simon’s Cat, Humans, The Biggest Loser and The Brain. Brand management is an important part of our business strategy and Brands United Limited will be a key partner for us.

Mr. Stanley Yeung, CEO of Brands United Limited, said “MasterChef is a global competitive cooking reality show with a significant worldwide social media following showing the recognition of the brand globally. We hope the collaboration between MasterChef and our local brands will be a win-win situation.

MasterChef is produced and distributed by Endemol Shine Group. It is the most successful cookery television format in the world having been adapted locally in 52 countries, it is seen in over 200 countries and watched globally by over 250 million viewers. The MasterChef brand extends into a huge range of successful commercial activities across multiple platforms including extensive publishing, consumer products, live events, travel, digital and B2B activities.

Licensing is a growing area in Greater China. According to LIMA’s findings, sales of licensed products has increased more than 20% year on year in Hong Kong, outperforming a 7% average in the rest of Asia.