Endemol Shine North America has secured a development deal with Canadian-American home chef, actor, model and television personality Ayesha Curry.
Under the deal, Endemol Shine North America will develop a range of original unscripted content with Curry (pictured) and Flutie Entertainment-owned Yardie Girl Productions for Curry to both appear in and executive produce.
Additionally, Endemol Shine North America will work alongside New York-based Flutie Entertainment to extend its work in licensing and brand partnerships for Curry, who is married to Golden State Warriors star Stephen Curry.
Flutie Entertainment has served as Curry’s management firm since 2014 and has executed on the Curry brand strategy regarding her work in the food and lifestyle categories.
Flutie Entertainment and Curry are partners in the newly formed Yardie Girl Productions.
Curry, who hosts Food Network’s Ayesha’s Home Kitchen, is scheduled to co-host ABC’s forthcoming season of The Great American Baking Show. Produced by Love Productions, the series stars some of America’s best bakers as they go head-to-head in a number of themed challenges and elimination rounds.
Her restaurant International Smoke, in partnership with Michelin-starred chef Michael Mina, has locations in Waikiki, Los Angeles and San Francisco.
The Toronto native’s first cookbook – The Seasoned Life: Food, Family, Faith and the Joy of Eating Well – was published in 2016 and has made its way onto the New York Times bestseller list.
“Ayesha is redefining the way audiences connect with celebrities, brands and content and we’re thrilled to have her joining the Endemol Shine family,” said Sharon Levy, president of unscripted and scripted television at Endemol Shine North America, in a statement. “We’re already developing a number of potentially ground-breaking projects with Ayesha to front and we’re collaborating with her to executive produce others with our team.”
“I believe that in today’s media landscape, we can create and distribute content on multiple platforms, while remaining fresh and relevant,” added Curry. “Endemol Shine North America CEO Cris Abrego and Sharon Levy openly supported my vision of being able to push limits and be on multiple platforms and their creative spirit and enthusiasm made me feel comfortable and at home.”