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Seltzer Licensing To Cook Up New Partnerships For "MasterChef" Franchise

[April 26th, 2018] – Endemol Shine North America has selected New York based Seltzer Licensing Group to be the production company’s exclusive Food & Beverage licensing agents for the MASTERCHEF and MASTERCHEF JUNIOR television properties in North America. As part of the engagement, Seltzer Licensing Group will rely on its expertise in Food & Beverage and CPG to expand the MASTERCHEF franchise within the grocery aisles.

The hit cooking competition series MASTERCHEF (FOX) remains the #1 cooking franchise in America and globally, is the #1 most-watched cooking competition show. MASTERCHEF JUNIOR currently is in its sixth season and airs Fridays (8:00-10:00 PM ET/PT) on FOX. Season Nine of MASTERCHEF premieres Wednesday, May 30 (8:00-10:00 PM ET/PT) on FOX. Entering its ninth season, the series continues to grow its licensing program and has existing licensing partners in cookware, publishing, toys and experiential events.

“The MASTERCHEF brand has clearly established its food credentials, and now we’ll be extending this trusted brand to the Food & Beverage space,” said Stu Seltzer, president of Seltzer Licensing Group. “Our focus will be on key F&B categories such, as cooking kits, baking mixes and spices. Other categories to be explored include subscription meal services, food tours and cooking classes.”

“The time is now to really expand on the successes of MASTERCHEF and MASTERCHEF JUNIOR,” noted Tamaya Petteway, Senior Vice President, Brand and Licensing Partnerships, Endemol Shine North America. “We’re confident that Seltzer Licensing Group is the right team to tackle the challenging Food & Beverage landscape, and we are excited for what’s in store.”

“As fans of the show, we’re excited to work with this strong, delicious brand,” added Seltzer. “Our team includes a number of food experts and real foodies, so this will be an enjoyable initiative at our company. In addition, we know that America’s growing passion for cooking, mixed with the equity and values of the MASTERCHEF brand, can deliver real value to licensees.”

Originally created by Franc Roddam, the format was revived as MASTERCHEF GOES LARGE in 2005 by Shine TV in the UK. MASTERCHEF is the most successful cookery television format in the world having been adapted locally in 54 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.

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 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 Latino division oversees all Spanish and Portuguese-language operations across Latin America, including newly launched studio Endemol Shine Boomdog, which produces original content for both the U.S. Hispanic and Mexican markets. Subsidiary production companies include Authentic Entertainment, Truly Original, and 51 Minds Entertainment.

Endemol Shine Group’s companies in North America are behind such hit series as “Big Brother” (CBS), “Ink Master” (Spike), MASTERCHEF (FOX), MASTERCHEF JUNIOR (FOX), “Swamp People” (History), “The Real Housewives of Atlanta” (Bravo), “T.I. & Tiny: The Family Hustle” (VH1), “Steve Austin’s Broken Skull Challenge” (CMT), “Page Six TV” (Syndicated), “Billion Dollar Buyer” (CNBC), “Fear Factor” (MTV), “Best.Cover.Ever.” (YouTube), “I'm Dying Up Here” (Showtime), “Staten Island Hustle” (CNBC) and “Trading Spaces” (TLC) and upcoming Deal or No Deal (CNBC) and Utopia (Amazon).

About Seltzer Licensing Group

Seltzer Licensing Group,, is a full-service global brand licensing agency and marketing consulting firm founded in 1998 and based in New York City, focusing on revenue growth for its clients through strategic partnerships. Their services include creation and implementation of licensing strategic plans; acquisition of licenses; evaluation of current licensing programs; market entry analysis, brand valuation and other executions of brand extension strategies. Seltzer Licensing Group currently represents, among others, The Scotts Miracle-Gro Company, Del Monte, Prestige Brands, American Red Cross and Unilever (representing Good Humor, Popsicle, Breyers, Klondike and Suave). Other past and current clients include Fortune 500 manufacturers, national non-profits, leading retailers and global hospitality companies.


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