Brand Central Named Licensing Agent for Fred Rogers Productions’ 'Alma’s Way’

The new children’s series officially has a licensing agent.

February 6, 2021

Brand Central has been appointed as the licensing agency to represent Fred Rogers Productions’ new animated preschool series, “Alma’s Way.” The series is created by actor and writer Sonia Manzano.

“It has been so rewarding to work with the incredible team at Fred Roger Productions,” says Ross Misher, chief executive officer, Brand Central. “What an honor to work on a show that has Fred Rogers Productions, Sonia Manzano and PBS KIDS. A large episode commitment, dynamic characters and a multi-cultural cast positions’ Alma’s Way’ as a leading voice in children’s entertainment for many years to come.”

“Alma’s Way” follows six-year-old Alma Rivera, a confident Puerto Rican girl who lives in the Bronx with her parents and younger brother, Junior, as well as a diverse group of close-knit and loving friends, family and community members. In each episode, Alma speaks directly to young viewers, sharing her observations and feelings, working through challenges, and offering them a window into her everyday

life. As Alma figures out how to best navigate her dilemmas, she takes viewers along with her, helping to empower them to form their ideas and value their decisions.

Together with Fred Rogers Productions, Brand Central will develop a full-scale licensing program for “Alma’s Way” that reflects the series’ fun, educational and cultural themes.

“We are thrilled to be working with Brand Central on this very special project,” says Paul Siefken, president and chief executive officer, Fred Rogers Productions. “Brand Central has done a fantastic job as the licensing agent for ‘Mister Rogers’ Neighborhood’ consumer products for almost ten years, and we look forward to working on this exciting new series together. We believe parents and kids alike around the world will identify with Alma’s spirited confidence while learning critical-thinking and decision-making skills. And the upcoming products will offer children many creative ways to engage with the brand beyond the screen, too.”