Shine 360° Finds Brand Partners for MasterChef, One Born Every Minute

LONDON: Shine 360° has a publishing deal in place with Bloomsbury Publishing for the MasterChef brand, along with striking up an off-air partnership with the retailer Mothercare for the series One Born Every Minute.

A set of MasterChef titles will be published under Bloomsbury’s specialist cooking imprint Absolute Press. The partnership will kick off with the MasterChef season nine winner and finalists’ collection. Multiple MasterChef inspired and branded titles will be published across multiple markets.

For One Born Every Minute, the mother and baby retailer will launch a store campaign in the U.K. with windows and POS materials. The promo will also include health professionals and midwives taking part in weekly Twitter parties to answer questions on a range of subjects.

“We are thrilled to be working with Richard (Charkin), Jon (Croft) and the entire team at Bloomsbury Publishing around our most-successful and most-loved brand,” said Ben Liebmann, the CEO of Shine 360°. “It is extremely exciting to be working with a team of people that share our passion for food, as well as for inspiring food lovers around the world. We look forward to the first of many releases, and to some extremely exciting future announcements around the international MasterChef publishing program”.

“When the opportunity of teaming up with MasterChef to develop a world-beating list of cookery books was first suggested by Ben Liebmann of Shine 360, we at Bloomsbury jumped at the opportunity,” added Jon Croft, Absolute Press publisher. “The MasterChef brand is without equal within television and its spread is worldwide and much loved and respected. This is a very exciting partnership of shared passions and will be a great addition to Bloomsbury’s ever burgeoning food list”.

“One Born Every Minute is one of the country’s most respected and trusted television brands,” commented Mark Rosenegk, the director of Brand Partnerships at Shine 360°. We are extremely excited to be working with Mothercare, a company that has been the first port of call for new mums and dads for over 50 years.”

"We are delighted to partner with the U.K.’s most well-known parenting TV series. Over the past 50 years, Mothercare has helped millions of parents navigate their way through a maze of purchasing decisions, offering advice and helping them on their parenting journey so this partnership feels like a natural next step for us," commented Mike Logue, the U.K. managing director of Mothercare.

“Over the last four years, One Born Every Minute has inspired, informed and delighted millions of parents (and parents to be),” continued  Liebmann. “Our partnership with Mothercare is consistent with our ambition to take One Born Every Minute from one of the country’s most loved television shows, to one of the leading pregnancy and parenting brands in the United Kingdom.”

Simon Dickson, the managing director of Dragonfly Film and TV, producer of One Born Every Minute, said: "We’re delighted that Mothercare, the most trusted brand in the parenthood sphere is joining forces with our BAFTA-winning stalwart One Born Every Minute, which documents what its really like to become a parent. It’s a great fit and we can’t wait to get started."