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Star World and Star World HD partner with ‘MasterChef US Junior season 5’

MUMBAI: Star World and Star World HD has associated with fashion doll Barbie manufacturer Mattel Inc for the fifth season of its kids cooking reality show ‘MasterChef US Junior’.

The show will be aired from 26 March every Sunday at 9 pm.

The channel has got Barbie on board as the presenting sponsor of the show. A special campaign is being sketched to reaffirm Barbie’s ‘You can be anything’ message in India. The campaign will be aired during ‘MasterChef US Junior Season 5’ on Star World and Star World HD.

Mattel India marketing head Lokesh Kataria said, “Over the last year, Barbie has enabled young girls to unleash their imagination and unlock their aspirations to believe that they can be anything – from a doctor to a storyteller, a princess, a sportsperson or even a chef. We believe that our partnership with MasterChef US Junior season 5 is an extension of this effort and philosophy. At Mattel, we believe that play is an important aspect of a child’s life, not only helping them build skillsets but also inspiring imagination and creation. We will continue our efforts in India to engage with consumers to bring alive the power of play.”

The integrated campaign will drive communication based on the concept of ‘Dads who play with Barbie’, showcasing what happens when real dads play Barbie with their daughters. It will promote play and highlight that “Time Spent in Her Imaginary World Is an Investment in Her Real World,” emphasizing that a dad’s involvement in his daughter’s imaginary play contributes to her social, intellectual and emotional development in real life. The ‘You Can Be Anything’ campaign has been launched in line with Mattel’s vision to bring parents and children together on the thought that play comes with learning and purpose.

In Season 5, the show will shortlist young kids between ages of 8 to 13, honing their culinary aptitude with the guidance from world renowned chefs and judges, Gordon Ramsay and Christina Tosi. The contestants will have a platform to showcase their talent and create stunning dishes far beyond their age to win the coveted title of Junior MasterChef and the grand prize of $100,000.

In Season 5, the kids will face challenges, including one from former First Lady Michelle Obama; a first-ever vegan challenge from guest judge Mayim Bialik (The Big Bang Theory).