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Studio 100 Expands Maya In C&EE

Studio 100 is expanding Maya the Bee in Central and Eastern Europe with more than 20 licensees in anticipation of the TV series debut in early 2013.The new CGI series (78 x 13) will be aired on major free TV channels such as TVP in Poland, Nova TV in

Studio 100 is expanding Maya the Bee in Central and Eastern Europe with more than 20 licensees in anticipation of the TV series debut in early 2013.

The new CGI series (78 x 13) will be aired on major free TV channels such as TVP in Poland, Nova TV in Croatia, Happy TV in Serbia, Program Plus in Bosnia, POP TV, POP OTO and KANAL A in Slovenia and Slovak TV in Slovakia. Other broadcasters in the region have shown their interest in the new Maya and new deals will be announced shortly.

“Maya the Bee is considered as a cultural heritage in many parts of C&EE and the original novel even inspired a Croatian children's opera in the 1960s,” says Evy Van Nederkassel, business development manager for the C&EE territory.

Several key licensing partners in toys and games, home entertainment, stationery, apparel and food have been established creating strong promotional initiatives that target a wider consumer base for the Maya the Bee property.

The toy partners IMC (playset, figurines), Smoby (outdoor and role play) as well as Educa Borras (puzzles and board games) will launch their product lines in Poland by the end of 2012, prior to the TV series debut in 2013.

Studio 100 is also partnering directly with local companies including the Czech toy manufacturer, SIMM Marketing and the Croatian distributor, One2Play. SIMM Marketing will develop a line of arts and crafts products (magnetic board, paper roll, coloring pens, magic drawing boards, sewing set, kaleidoscope), which will be launched at year-end. In 2013, One2Play will distribute in ex-Yugoslavia not only toys and games, puzzles, board games, outdoor and sport toys) but also an extensive Maya range of bags, apparel, dinner ware, stationery and confectionary products.

In addition to its licensing strategy, Studio 100 is also developing direct relationships with local players to distribute its own range of consumer products. Discussions are under way for a Studio 100 plush line and board game for distribution in Poland, Hungary and the Czech and Slovak Republics.

Given the success of its Maya classic apparel line, the Polish manufacturer, E PLUS M, has extended its partnership to Maya 3D and will launch a new Maya product line for babies and kids including apparel, nightwear and socks in Poland, Czech Republic, Slovakia, Hungary and Romania in the second half of 2012.

Studio 100 recently closed deals with Presco Group, the Czech publisher and producer of calendars, B&S Polska for bags and backpacks and Associated Weavers for home textiles (rugs, carpet).

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