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Endemol Shine’s Petteway to Lead Licensing Team

Endemol Shine’s Petteway to Lead Licensing Team

Endemol Shine North America’s Senior Vice President Tamaya Petteway has added oversight of the studio’s licensing team for a second time and industry veteran Chris Lucero has joined the Banijay-owned studio as Executive Director of Licensing Partnerships.

Petteway, who has been with Endemol Shine North America since 2015 and most recently served as Senior Vice President of Brand and Digital Partnerships, has taken on oversight of the studio’s licensing department for a second time. Petteway, who formerly led the company’s licensing initiatives from April 2016-August 2019, will now lead the newly named Brand Partnerships, Licensing and Digital team for the studio.

Lucero joins Endemol Shine North America after serving in top roles with NBCUniversal, Sony Pictures Television, Games Workshop and most recently at Rover Brand Management. In his new role, Lucero will oversee day-to-day licensing partnerships for the studio, which is behind such hits as “MasterChef,” “Wipeout,” “Extreme Makeover: Home Edition,” “Deal Or No Deal” and many others. 

“Having previously led our licensing division, I’m thrilled to return to the business and build upon our team’s proven success, while continuing to lead our brand partnerships and digital initiatives here at Endemol Shine North America,” says Petteway. “And I’m delighted to have Chris join our ranks, as he brings with him a wealth of TV licensing knowledge, experience, passion, and excitement. He will clearly be a valuable member of our multi-talented group, helping us further expand our U.S. and global licensing efforts that are centered around our dynamic slate of scripted and unscripted TV properties.”

Petteway is now responsible for creating and expanding both licensing and brand partnership efforts for Endemol Shine North America’s roster of hit programs. During her eight years with the studio, she has created numerous brand partnerships across the studio’s top series, including integrating major consumer brands into “MasterChef” and “MasterChef Junior” (FOX), “Extreme Makeover: Home Edition” (HGTV), “MasterChef Latinos” (Estrella), “LEGO Masters” (FOX), “Wipeout” (TBS), “The Courtship” (Peacock/NBCUniversal) and “Foodtastic” (Disney+). 

Brand partners have included Samsung, General Mills, Blue Apron, T-Mobile, Kellogg’s, State Farm, Lexus, Mazola, Blue Diamond, Whirlpool, Burlington, Wayfair, Best Buy, Amazon, Microsoft and many more.

On the licensing side, Petteway has developed numerous successful partnerships during her tenure, helping make “MasterChef” and “MasterChef Junior” two of the most successful brands in the industry—launching such initiatives as the MasterChef Junior Live Tour with TCG Entertainment, MasterChef Wines, Camp MasterChef with Campus Cerdanya, Cooking with MasterChef interactive online cooking classes with, MasterChef Cruises (with Holland America), MasterChef Junior cooking sets with Wicked Cool Toys, MasterChef Table with Grubhub and numerous best-selling “MasterChef” and “MasterChef Junior” cookbooks.

Petteway also led the launch of series-inspired products developed for the Emmy Award-winning scripted series “Black Mirror” (Netflix), including the first-ever social board game ‘Nosedive,’ an exclusive apparel line for Target, and ‘binge-themed’ subscription boxes with Loot Crate.

Prior to joining Endemol Shine North America, Petteway was Vice President, Partnership Marketing and Development at Universal Music Group. Before joining Universal Music Group, Petteway spent eight years at CORE Media’s 19 Entertainment, including as Vice President, Brand Partnerships. 

Lucero joins Endemol Shine North America from Rover Brand Management, where he led the boutique licensing and merchandising consultancy firm as its principal, working with both established and emerging brands. Prior to Rover, Lucero led licensing and brand management in North America for UK-based Games Workshop, the world’s largest tabletop war gaming company. 

Previously, Lucero was Vice President, Global Licensing, Sony Pictures Television, where he represented the studio’s current and catalog television-based intellectual properties. While at Sony, Lucero spearheaded both the domestic and international growth of the studio’s Franchise Licensing business, representing over 50 current and classic television series, including “Outlander”, “Preacher”, “Shark Tank”, “Better Call Saul,” “Breaking Bad” and more. 

Before that, Lucero was at NBCUniversal, where he was Director of Global Licensing for the NBCUniversal Television Consumer Products Group. He led both the worldwide growth of NBC Universal’s TV Consumer Products Group business for the NBCU entities: Syfy, USA, The Weather Channel, CNBC, NBC News, and NBC’s vast catalog of television titles.  

Lucero holds a Bachelor of Arts degree in political science from California State University, Long Beach, a Master of Fine Arts from the University of California, Los Angeles in Film and Television and a Juris Doctorate from Pepperdine University School of Law.

About The Author

Rebecca Ash

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

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