Children’s evergreen adds Russian licensing agent.

Studio 100 International has appointed Brand4Rent as the Russian licensing agent for its “Maya the Bee” brand across all Russian territories.

Brand4Rent will now work to extend “Maya’s” footprint by targeting new product categories, developing marketing support and building on its existing licensing partnerships by securing deals with master toy Grand Toys and publishing group Egmont.

The agency plans to deliver a variety of products including plush, games and puzzles, outdoor and sport toys, arts and crafts and an assortment of activity books.

“We are delighted to be announcing our new agent Brand4Rent to grow our ‘Maya’ property alongside licensees Grand Toys and Egmont,” says Christophe Drevet, director, international consumer products, Studio 100. “We feel this is a real benchmark to extend the existing ‘Maya’ brand and build on its evergreen status in Russia.”

“We are thrilled to be representing ‘Maya the Bee’ in Russia. The brand is popular across the country and boasts impressive figures through a variety of broadcast platforms,” says Denis Kulakov, chief executive officer, Brand4Rent. “I’m confident that with the new content arriving in the future, Brand4Rent can reinforce ‘Maya the Bee’s’ drive across the market.”