‘Maya the Bee,’ Hummel Team for Apparel

Studio 100 Media is launching an apparel collaboration with Danish sports brand Hummel for "Maya the Bee" for the German-speaking territories, Nordics and France.  

The first apparel collection will hit the stores under the Hummel Kids label in May 2022, with three more collections planned over the following 18 months.  

"For the very first time, two bees are coming together in perfect synergy, and we are excited to share our mutual journey of bringing the joy of sport and an active lifestyle to children everywhere," says Allan Vad Nielsen, chief executive officer, Hummel. "This collaboration is placed at the very heart of sports, making it the perfect fit for Hummel Kids and a crucial landmark for our international growth." 

The first products created for the babies' collection will feature retro "Maya" images. The kids' collection will feature CGI and line art designs created from the CGI-animated TV series, "Maya the Bee."