Studio 100 International, part of the leading global family entertainment company Studio 100 Group, today announces the appointment of ABC Licensing as the licensing agent for global brand Maya the Bee in Australia and New Zealand.

The deal will see the newly appointed agent focus on securing licensees for the expanded territories with special emphasis on securing deals around Maya the Bee’s Australian cinematic debut later this year. The movie, produced in collaboration with Sydney-based Flying Bark Productions, will be shown in Australian cinemas. This follows the broadcast launch on ABC4Kids in December 2012 (currently airing every day at 3:45pm). The licensing programme will launch this September at ABC Retail, the retail arm of the Australian Broadcasting Corporation, prior to the Maya the Bee movie release, and will focus on key product categories to include plush toys, games, apparel and accessories. Products will be available across ABC Shop, ABC Shop online and ABC Centres.

A comprehensive marketing plan to include in-store, online and PR activities will support the launch of the licensing programme and help build the profile of the already internationally successful Maya the Bee brand.

The appointment of the representative agent will lead the way for a portfolio of licensing agreements that will push Maya the Bee to another level in Australia and New Zealand. ABC Licensing has a precedent for maximising promotional opportunities across its multiple platforms and will continue to do so with its new brand-Maya the Bee.

Studio 100’s flagship character has the most extensive licensed range across the world and since her CGI debut in 2012; Studio 100 International has pushed to secure more licensing partners prior to and after the movie release. Subsequently, Maya the Bee is now broadcast in 160 countries and has over 300 licensees.

Marie-Laure Marchand, International Licensing Director, commented, ‘We are delighted to be working with ABC Licensing on expanding opportunities for the Maya brand. This is an exciting year for the brand and we envisage ABC’s 360 degree approach, and experience in brand building and content development, to encompass all our ambitions and hopes for Maya in this dynamic region.’