• Well-known bee continues as testimonial for insurance products
• EM.Entertainment and NÜRNBERGER extend long-term partnership until 2014

On the safe side with Maya the Bee and her friends – EM.Entertainment GmbH has extended the existing license contract with NÜRNBERGER VERSICHERUNGSGRUPPE, ahead of schedule, until 2014. The extension of the co-operation encompasses the marketing of a range of insurance products within Germany, Austria and Switzerland.

Germany’s most well-known bee will continue as the popular figure for a variety of NÜRNBERGER insurance concepts. The scope of the existing license contract has already seen the introduction of the “Maya the Bee Junior Policy” (original German title „Biene Maja Junior Schutz Brief“) in 2003 and the “Maya the Bee Student Policy” (original German title „Biene Maja Schüler Schutz Brief“) in February 2004. Following the successful launch of these concepts, the NÜRNBERGER developed two further insurance policies in 2006 called the “Grandchild Policy” (original German title „Enkel Schutz Brief“) and “Accident Protection” (original German title „UnfallSchutz“).

Maya the Bee boasts a high degree of recognition across generations, and creates a positive image transfer with her bright, inquisitive and lively character. With her strong and ongoing media presence – the animation series of the same name has been broadcast on German pubcaster ZDF for over 30 years – the bee is just as popular with parents and grandparents as she is with children.