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"MasterChef" And "MasterChef Junior" Products To Debut At International Home + Housewares Shows March 5-8 In Chicago

March 4, 2016 - Endemol Shine North America, producers of reality competition series MASTERCHEF and MASTERCHEF JUNIOR, have partnered with Unibrands and Wicked Cool Toys to develop cooking products line inspired by FOX’s franchise.  The comprehensive product lines are being showcased at the upcoming 2016 International Home + Housewares Show March 5-8, 2016 in Chicago. In addition, the most recent MASTERCHEF JUNIOR winner, Chicago native Addision, age 9 will be a featured presenter in the official Cooking Theater on Sunday, March 6th at 10am.

“We are so excited to partner with Wicked Cool Toys and Unibrands to extend the MASTERCHEF and MASTERCHEF JUNIOR brands, and bring innovative and inspiring products into our consumers’ kitchens and their backyards,” said Tamaya Petteway, SVP Brand & Licensing Partnerships, Endemol Shine North America.

Unibrands (IHHS Booth #N6160) will debut the MASTERCHEF-inspired BBQ Grilling Sets and Accessories, new for 2016. For any home cook or grill master looking to elevate their grilling equipment, the collection will include a spatula, tongs, fork and basting brush with signature stainless steel and rubberized grip design. Grill accessories will include grill light and covers, and oven mitts. Thermometers will also be part of the debut collection.

This marks the first time Wicked Cool Toys (IHHS Booth #S4139) will be showing at IHHS, bringing kid friendly cooking with real-play patterns into the housewares category. From burgers and pizza to baking and breakfast, kids can become the ultimate home cook with the MASTERCHEF JUNIOR themed cooking sets. Each includes real cooking tools, plating suggestions to create elevated dishes and 3 levels of recipes for all skill levels – Line Cook, Sous Chef and MASTERCHEF. The cooking sets debuted November 2015 exclusively at participating Walmart Stores and are expecting additional retailers for 2016.

Both deals were brokered by licensing agency Brand Central and are just the first of many exciting brand extensions planned for the year.

On Sunday, March 6 at 10am, Addison, the most recent winner of MASTERCHEF JUNIOR, will join the lineup of celebrity chefs appearing in the show’s Cooking Theatre.  Sponsored by Wicked Cool Toys, Addison will roll up her sleeves and create an all-new breakfast recipe while using the MASTERCHEF JUNIOR products. Buyers and tradeshow guests will have the opportunity to meet Addison at the Wicked Cool Toys Booth from 12pm-1pm and at the Unibrands Booth from 2pm-3pm.

Further Information

Julie Holland
[email protected]

Janis Van Tine
GennComm for Wicked Cool Toys
[email protected]


UniBrands Corporation is a New York City based company committed to providing products that are not only focused on value and functionality, but also on enriching the lives of those who use them. Unibrands has partnered with some of the world’s most recognizable and respected brands including MasterChef, for grilling tools & accessories; Guardian, for solar products and Shell for automotive Accessories. UniBrands products are sold through mass merchandisers, warehouse clubs, drugstore chains, specialty stores and direct marketing. For more information about UniBrands Corporation call (212) 897-2278 or visit:


Founded in 2012, Wicked Cool Toys (Wicked Cool Toys LLC/WCT) is an emerging leader in play that creates, designs, manufactures and markets a diverse, innovative and fun portfolio of toys for all ages.  Wicked Cool Toys' portfolio includes Cabbage Patch Kids®, GSUSA® (Girl Scouts), Teddy Ruxpin, MasterChef Junior, WWE®, Wild Kratts, Teenage Mutant Ninja Turtles®, Blaze, Shimmer and Shine, Xtreme Cycle, Cat Paw, My Girl’s Dollhouse and Vrüm.  WCT's Girl Scouts Cookie Oven was a 2016 Girl Toy of the Year (TOTY) nominee and top pick on every major retailers’ 2015 holiday list, including, Walmart, Toys “R” Us, Amazon and Target.  WCT was also selected by industry peers as a Kidscreen Hot50 Company in the Licensing category for 2015! Visit and follow the Company on both Facebook and Twitter.    @wickedcooltoys


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:


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 hit series including 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).

Endemol Beyond USA is a Premium Content Network whose content is available across more than 20 platforms including YouTube, Roku, TiVo, DailyMotion, Vessel and Amazon Fire TV. Endemol Beyond is the first Premium Channel Network with hubs in the US, UK, Germany, France, Italy and Spain, with plans to expand into Asia, Latin America and Central and Eastern Europe. Endemol Beyond USA produces and distributes premium-quality online content starring influential talent such as Pitbull and Brittany Furlan across lifestyle, comedy, reality and music-themed digital networks. Together Endemol Beyond and digital pioneer Michelle Phan recently launched ICON, the first worldwide Premium Lifestyle Network. ICON is an online global destination featuring a prolific slate of original programming in beauty, fashion, wellness, DIY, food, human interest stories and travel. Endemol Beyond USA’s new eSports and gaming network SMASHER launched last fall with the debut of “Legends of Gaming.” Visit GetBeyond.US

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