Endemol Shine China have announced the strategic collaboration with its local partners, IP Lab and The Big Things, to open the first MasterChef Academy in Hong Kong at The Mills later this year.
Developed with the spirit of the show at its core, the MasterChef Academy provides kids and their families an engaging and highly immersive experience as they embark on their very own MasterChef journey. The academy uses MasterChef inspired recipes for aspiring chefs of all ages to learn and enjoy being a “MasterChef” their own right.
Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, added, “China is a key growth market for brand licensing, and activations such as this that work so well in a local market, and for all ages, really demonstrates the relevance of our brands to multiple audiences. Experiential is a real focus for the growth of the MasterChef brand, and MasterChef Academy offers people a unique opportunity to experience MasterChef as a real participant rather than just a passive viewer.”
Endemol Shine China have announced a new brand licensing partnership of the Group’s long-running IP Mr Bean with local licensing agency Medialink Limited.
This deal will see licensing agent Medialink explore brand licensing opportunities for Mr Bean in the Greater China territory. Experiential, apparel and toys will be the key categories for Medialink as they drive growth in the market in partnership with Endemol Shine China.
In addition to this deal, Endemol Shine China has also partnered with Zhejiang Education Publishing Group to launch a new series of Mr Bean comic books in China in early October based on the Mr Bean Animated Series.
Mr Bean continues to entertain new audiences all around the world with unprecedented success across global digital platforms, hitting a combined digital reach of more than 100 million fans. Mr Bean has topped 6.5 billion views on YouTube alone and is one of Facebook’s biggest page globally, surpassing 87 million fans on the platform.
Endemol Shine Group are working with top food licensing and branding expert Guy Mottershead on global hit MasterChef, as part of a wider refresh of the brand’s off-air successes.
With more than 30 years experience in this sector, Mottershead built Jamie Oliver Licensing Ltd, and most recently established his own agency Licensing Works Ltd.
Mottershead will be working in an advisory capacity to help leverage the MasterChef consumer products, and further drive growth of the brand off-air. Mottershead will work alongside the Group’s brand licensing team as they develop a creative refresh of the MasterChef brand off-air and build a branded food range strategy, feeding into the Group’s overall food brand licensing strategy.
Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, said, “We recognise the added value that experts in their field can offer our brands and Guy brings a wealth of experience and learnings to our MasterChef business. Given Guy’s deep expertise in the food category, we are delighted to be working with him on a strategy to build long-term multi-territory licensing programmes for MasterChef, with food a particular focus.”
Simon’s Cat has launched its first ever dog-themed book, alongside announcing plans for a brand-new canine universe from the creators of the hit animated series.
This year marks ten years since the publication of the first Simon’s Cat book, and to date 1.7 million Simon’s Cat books have been sold. And now, the award-winning illustrator, animator and director Simon Tofield, is bringing everyone’s favourite feline back to the page, with a canine twist.
Available from today, Simon’s Cat It’s a Dog’s Life features all-new laugh-out-loud illustrations of different dog breeds and their quirky mannerisms as witnessed by the distinctly bemused Simon’s Cat. Whilst patrolling his territory, Simon’s Cat dips into the lives of dogs and their owners in his neighbourhood, including an English bulldog who is madly in love with a handsome looking foot stool and a pack of frustrating puppies
Coinciding with the release of Simon’s Cat It’s a Dog’s Life, the team behind the hit animation have announced that they are developing a brand-new universe featuring the antics of our canine companions. The new content will sit alongside the Simon’s Cat brand, introducing loveable dog characters to existing fans and new audiences of dog lovers and owners.
Hit animated series Simon’s Cat, has launched a brand-new plush range in collaboration with leading social commerce platform Teespring.
Available for pre-order, the Simon’s Cat Plush is based on the lovable white cat featured in the popular digital series. The limited edition plush is made from premium materials and comes with its own customisable collar.
The release of the Plushie follows the news at the end of last year announcing the launch of the Simon’s Cat Merch Shelf feature on YouTube with Teespring.
Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, said, “We are already seeing strong pre-order numbers for the Plushie which is a must-have for any Simon’s Cat fan. Strong, iconic products such as these are really key to satisfying the demand from the ever-growing international audience.”
Simon’s Cat will be featured at Endemol Shine Group’s stand C160 at this year’s BLE 1-3 October, ExCeL London.
With an incredibly diverse portfolio of titles of established brands and emerging properties, Endemol Shine Group are building long-term brand licensing programmes for some of the most recognisable IP in the world including the worldwide smash hit cookery show MASTERCHEF; multi-award winning cult drama PEAKY BLINDERS; the Netflix hit anthology series BLACK MIRROR; internationally loved digital animation SIMON’S CAT; British icon MR BEAN which is gearing up to celebrate its 30th anniversary next year; global game show phenomenon DEAL OR NO DEAL which recently returned to screens in the US; and the original and best reality TV revolution BIG BROTHER which marks its 20th birthday this year.
Jane Smith, Group Director, Brand Licensing and Gaming, Endemol Shine Group said, “Our portfolio is seeing significant international growth and with demand high, we are expanding our brand licensing offering into new markets and across new categories. The appetite from our global audience to engage with our shows is phenomenal. We are committed to developing fantastic new products and experiences for our fans, with categories such as experiential, gaming and ecommerce a key priority for us.”
Endemol Shine Group will showcase their portfolio, at stand Exhibit Hall — C160.
Please contact Lucy Boylett for more information about licensing opportunities
+44 (0)20 8222 4146
Email Lucy Boylett
Endemol Shine Group Licensing
Shepherds Building Central
London W14 0EE