Studio 100, the leading global family entertainment company, today announces it has agreed a new partnership with prominent toy distributor and retailer, Dexy Co.

Maya the Bee has proved to be an instant hit in Ex-Yugo and is supported by all key broadcasters in the region. The CGI animated series was first aired in Croatia on TV Nova in December 2013 and is one of the top shows on the channel. TV Telma broadcasts Maya in Macedonia, TV Ultra and Mini – Ultra in Serbia, in Montenegro on TV Vijesti, in Bosnia on TV Hayat and in Slovenia on Pop and OTO.

The Serbian company Dexy Co, who currently act as Studio 100’s toy distributor in Ex-Yugoslavia, has demonstrated itself as a strong partner for Studio 100 as they work with important local distributors in whole Ex-Yugo, including Prodis in Croatia, Master in Bosnia, Donator in Montenegro and Pankomerc in Macedonia. An extensive range of toys were launched last September by Dexy Co in Slovenia including plush, cushions, board games, puzzles, bath toys, arts and crafts, tableware and umbrellas. In Serbia, Dexy Co also released a DVD this month containing a special gift for the purchaser which has proven extremely successful. Talent Show and Egmont will support the expansion of Maya the Bee with a book and DVD launch in the Croatian market. Egmont has also launched an activity book and story book in March in the Croatian market and these books will also be launched in Serbia and Slovenia in June 2014. Dexy Co, Prodis and other distributors have an extensive merchandising and promotional in-store programme planned in whole Ex-Yugo to support the brand, including costume character appearances at new store openings, window and corner displays and floor graphics. In its home territory, Serbia, Dexy Co has been proactive in sending out a Maya the Bee newsletter in March to over 30,000 customers.

Evy Van Nederkassel, Licensing & Sales Manager CEE for Studio 100 commented about the new partnership, ’We are very excited about this great start for Maya in Former Yugoslavia. Dexy Co is the perfect partner for Maya as it has strong local partners in each country and we believe that Dexy Co will bring Maya the Bee to the next level in terms of TV, marketing & promotion and retail presence’

Ivana Pecic, Marketing Manager at Dexy Co also says: ‘We at Dexy Co believe in portraying positive brand values and Maya the Bee certainly delivers. We have had an extremely positive reaction from our partners to Maya the Bee and look forward to working with them to develop the brand further. Maya is very well known character from the past, in this market, and parents are now pleased to introduce it to their own children.’