TV and social media personality, best-selling author and chef Ayesha Curry has signed an exclusive deal with Endemol Shine North America. Under the pact, the studio will develop original unscripted content with Curry and Flutie Entertainment’s Yardie Girl Productions for Curry to both appear in and also executive produce. In addition, Endemol Shine North America will work in conjunction with Flutie Entertainment, supplementing its work on licensing and brand partnerships for Curry.
Curry, who has redefined the content distribution model and has millions of social media followers, is set to co-host ABC’s upcoming season of The Great American Baking Show and hosts her own series, Ayesha’s Home Kitchen, on Food Network.
'Guess Who?': Endemol Shine North America & Hasbro's Allspark Pictures To Adapt Board Game Into TV Format
“Ayesha is re-defining 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, Unscripted and Scripted Television, Endemol Shine North America. “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.”
“From the very first meeting I knew that Endemol Shine was a great fit for me,” says Curry. “I believe that in today’s media landscape, we can create and distribute content on multiple platforms, while remaining fresh and relevant. 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.”
Flutie Entertainment discovered Curry through her local Bay Area access show, Cooking with the Currys, and has been serving as her management firm since 2014.
Curry, who has had a life-long interest in food and is a self-taught chef, was encouraged by her husband to start a blog that parlayed itself into a YouTube channel and ultimately into TV and book deals. Curry also recently launched her own meal kit company, Homemade, and her line of cookware is now available at Target stores and will be released at retailers nationwide next month.
Her restaurant International Smoke, in partnership with Michelin-starred chef Michael Mina, has locations in Waikiki, Los Angeles and San Francisco. Curry, who is the mother of two daughters, Riley and Ryan, and married to NBA superstar Stephen Curry, was announced as one of CoverGirl’s newest brand ambassadors in September. For her first role as the newest CoverGirl, Curry will be starring in a national campaign that launches in October.
Subscribe to Deadline Breaking News Alerts and keep your inbox happy.