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Endemol Shine Brasil and Vibra Digital Launch Official MasterChef Brasil Online Store

Endemol Shine Brasil and Vibra Digital Launch Official MasterChef Brasil Online Store

Endemol Shine Brasil, part of Banijay, together with Vibra, a hub of technological solutions based on content consumption data and responsible for the digital strategy of the channels Bandeirantes Group, are launching an official store for the sale of MasterChef Brasil licensed products on the NaPrateleira platform. MasterChef Brasil, which debuted in 2014, is one of the longest-running series on Brazilian television with 13 seasons thus far. 

“We always wanted to bring the MasterChef Brasil experience into people’s homes and beyond the screen and through this partnership with Vibra, we have found the best way to facilitate that happening,” says Fernanda Abreu, Head of Licensing at Endemol Shine Brasil. “The NaPrateleira marketplace serves all of Brazil with safety and quality and it is the perfect place for our viewers to purchase licensed MasterChef products.”

Led since 2015 by Abreu, Endemol Shine Brasil’s Licensing department is responsible for representing the company’s brands and characters in the country, transforming entertainment into a complete experience for customers and consumers.

Currently, there are more than 70 products in the new MasterChef Brasil official store and in 2022, Endemol Shine Brasil expects to offer more than 200 items. 

“We are developing an ecosystem that provides consumer with the entertainment experience associated with the opportunity to consume products and services in a unified environment. Closing the partnership with Endemol Shine Brasil and launching the official MasterChef Store within our Market place solution, “NaPrateleira”, is strategic for us to take even greater opportunities on this front”, comments Rosangela Wicher, head of Business Development at Vibra ecommerce.

Among the MasterChef Brasil items licensed by Endemol Shine Brasil available in the official store are stickers; birthday invitations; decorative bands; Gedex knives; packaging and trays for sweets and snacks; stainless steel tongs; rice moulders; cutters; reels; spatulas; sieves; spoons. 


About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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