The European youth and family entertainment company, Studio 100, is pursuing its international expansion with the new Maya the Bee in Eastern and Central Europe. Benefiting from a strong brand awareness, the new CGI series (78 x 13’) has already convinced many broadcasters in the region and 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. “The classic series has been a tremendous success in the main CE-E territories, Maya the Bee is considered as a cultural heritage in many parts of CEE and the original novel even inspired a Croatian children's opera in the 60’s. This may sound anecdotal but partly explains why Maya has been a top-of-mind brand for several decades in this part of Europe”, says Evy Van Nederkassel, Business Development Manager in CE-E territory.

Surfing on this trend, the licensing strategy of Studio 100 is to join with key partners in categories such as toys and games, home entertainment, stationery, but also apparel and food. Studio 100 is developing business relationships and licensing deals with a large spectrum of categories allowing the Belgian company to launch strong promotional initiatives and target a wider consumer base.

The toy partners IMC, mastertoy (playset, figurines etc…), Smoby (outdoor and role play…) as well as Educa Borras (puzzles & board games) will launch their product line in Poland end of 2012, before the series starts on TV beginning 2013. Besides these European partners, Studio 100 is also dealing directly with local key players such as the Czech toy manufacturer, SIMM Marketing, or the Croatian distributor, One2Play, present throughout Croatia, Slovenia, Serbia, in all major commercial chains, supermarkets and specialised outlets. SIMM Marketing will develop a line of Arts & Crafts products (magnetic board, paper roll and coloring pens, magic drawing boards, sewing set, kaleidoscope…) which will be launched at the end of 2012. In 2013, One2Play will start distributing in ex-Yugoslavia not only toys & 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, ST100 is also developing direct relationships with local players to distribute its own Studio 100 range of consumer products. Discussions are under way as regards to

Studio 100 plush line and board game distribution in Poland, Hungary and the Czech & Slovak Republics mainly.
Given the success of its Maya Classic apparel line, the Polish manufacturer, E PLUS M, has extended its cooperation to Maya 3D and will be launching 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.

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

Today, we can consider that Studio 100 is now well established in this region. Surfing on the fact that Maya classic has been present for decades, the company has already convinced more than 20 licensees to adopt the new Maya. The strong awareness and even the local affection consumers feel towards the character, have allowed Studio 100 to develop direct contact with licensees and distributors in the region. For the Belgian group, developing the licensing and merchandising activities in this part of Europe is a main business focus as this region is undergoing a virtuous growth in the licensing & merchandising business.