Endemol Licenses SCS Direct for MasterChef Kitchen Electrics, Expands Camps

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SCS Direct launches MasterChef kitchen electrics through Amazon and Macys.com as the brand enters the category for the first time.

Under an agreement with Endemol Shine North America, SCS is fielding 10 SKUs including air fryers, cordless crepe, chocolate fondue, buddle waffle and quiche and mini-pie makers, dehydrators, and other products. Amazon began carrying seven SKUs today (Tuesday) at prices ranging from $34 (crepe maker) to $89 (air fryer).

The new line is the MasterChef brand’s most recent push into the kitchen category, which is expected to expand products and distribution in 2019, says Endemol’s Tamaya Petteway. The company has an existing licensing agreement with Continuum for bakeware, cookware, kitchen tools and utensils. The products also market the third time SCS has fielded kitchen electrics products under an Endemol brand, following those sold with the  Cucina Pro and Good Cooking banners.  SCS also has previously sold Budweiser- and BBQ Pit Boys-licensed grilling products.

Meanwhile, Endemol licensee Campus Cerdanya will add three new Camp MasterChef locations (Los Angeles, Chicago and Houston) in 2019. The week-long camps, which include cooking lessons, sports activities and interactive challenges, are staffed by chefs from Fox Television’s MasterChef competition.

Campus Cerdanya introduced the U.S. camps last year at the Kent School in Kent, CT and Rabun-Gap Nacoochee School in Rabun-Gap, GA, each of which attracted more than 200 attendees at $1,690 apiece. The U.S. camps build on the five locations Campus Cerdanya has opened in Spain since 2104.


Campus Cerdanya, Sandro Lucarini, CEO, +34 972 88 35

Endemol Shine North America, Tamaya Petteway, SVP Integrations and Partnerships, 747-529-8000, tamaya.petteway@endemolshine.us

SCS Direct, Denise Hawkins, 203-951-5936, deniseh@scsdirectinc.com