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MASTERCHEF JUNIOR Expands Culinary Play to their Youngest Fans

 February 12, 2016 - Kids in the kitchen is a hot trend right now and Endemol Shine North America, producers of FOX’s hit series MASTERCHEF JUNIOR, have signed KidKraft to develop a line of kid-friendly role-play kitchens and toys, so even the youngest fans of the show can play along. This partnership was brokered by MASTERCHEF JUNIOR licensing agency Brand Central.

“Having had success with our MASTERCHEF JUNIOR real-working cooking sets, Endemol Shine North America is excited to expand the brand by partnering with KidKraft in the role-play category and inspire the imagination of our youngest viewers,” said Tamaya Pettaway, SVP Brand & Licensing Partnerships, Endemol Shine North America.

Inspired by the hit show MASTERCHEF JUNIOR, the role-play kitchen will allow young fans to play out their own culinary dreams at home. This well-crafted collection includes a pint-sized replica of the cooking stations seen on the show, play food and toy appliances that will be unveiled at the New York Toy Fair at the Jacob Javits Center February, 13-16.  The new collection will be available for sale this fall, just in time for the holiday season.

About MasterChef Junior
FOX’s MASTERCHEF JUNIOR, based on the smash-hit global format MASTERCHEF, is the exciting, fun and aspirational entertainment series that sets out to find the best young home cooks in America. Produced by Endemol Shine North America and One Potato Two Potato, MASTERCHEF JUNIOR offers 8 to 13-year-old young cooks the chance to put their skills to the test, facing challenges ranging from the technical to the spectacular – proving that when it comes to cooking, age does not matter.

About KidKraft
KidKraft is a global leader in the toy industry committed to inspiring children to develop their creativity and imagination through its portfolio of toys, play sets and furniture. For nearly fifty years since 1968, the brand has had an unwavering focus on the design and delivery of high quality products, serving all channels of distribution as a result of the company’s world-class supply chain. KidKraft believes every child has a limitless capacity to create and explore. The products and exceptional customer service allow KidKraft to offer new adventures in play to children throughout the world. For additional information, visit

About Brand Central
Brand Central LLC is a premiere global brand consultancy that provides comprehensive business solutions in the areas of brand extensions, brand creation, and manufacturer representation to some of the world’s most recognized brands, including: Synder’s Lance, Kikkoman, MasterChef, Krispy Kreme Doughnuts, and many more. For additional information please contact Brand Central at 310.268.1231 or visit our website:

About Endemol Shine North America
Endemol Shine North America delivers world-class content and compelling storytelling to multiple platforms in the U.S. and across the globe. Endemol Shine North America is part of Endemol Shine Group, the newly launched global content creator, producer and distributor with a diverse portfolio of companies that are behind some of the most prominent hit television formats and series in the world. Its Endemol Shine Studios division develops and produces original scripted television programming in the U.S. for global exploitation and Endemol Shine Latino oversees all Spanish-language sales and development in both the U.S. and now across all of Latin America. Subsidiary production companies include Authentic Entertainment, Original Media, True Entertainment and 51 Minds Entertainment. In addition, Endemol Shine North America has a strategic partnership with Ryan Seacrest Productions.

Endemol Shine Group’s companies in North America are behind such hit series as Big Brother (CBS), The Biggest Loser (NBC), Hell on Wheels (AMC), Ink Master (Spike), Kingdom (DirecTV), MasterChef (FOX), MasterChef Junior (FOX), Restaurant Startup (CNBC), Swamp People (History), The Real Housewives of Atlanta (Bravo), Steve Harvey (NBCU), T.I. & Tiny: The Family Hustle (VH1), Steve Austin’s Broken Skull Challenge (CMT) and upcoming Hunted (CBS).

Media Contact:
Julie Holland, Vice President
Endemol Shine North America
T: (323) 790-8027 E: [email protected]

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