Martin Krieger on Studio 100 International’s Development Strategy

With a robust catalog that boasts cherished classics, established brands and a string of successful fresh ideas, Studio 100 International has honed its process for identifying projects worthy of adding to its slate. Martin Krieger, CEO, talks to TV Kids about what is guiding the company’s strategy for development, the value of known IP today and more.

TV KIDS: What are the factors you take into consideration when choosing the projects you want to move into development?
KRIEGER: The starting point is always the market. We carefully analyze which types of content are in demand and where gaps still exist. At the same time, every project must align with our core values: family-friendly entertainment, strong storytelling, cultural relevance and international appeal. It is also important to us to complement our existing portfolio rather than cannibalize it.

Ultimately, we only pursue projects we truly believe in. Genuine passion translates into market success. What matters most are strong creative voices, partners who share our vision and brands with the potential to resonate across generations.

TV KIDS: Tell us about the development process itself. How do you work with the creator and other members of your team on story and character development?
KRIEGER: Whether we are working with a studio or an individual creator, we believe that having a clear creative center is crucial. In that role, we support and guide that creative voice while ensuring the project aligns with market needs.

A major advantage for us is our own production studio, Studio Isar Animation. We benefit from short communication paths, a highly skilled team and the ability to react quickly and flexibly to new ideas. We do also work closely with a number of international partners. Regular exchanges and in-person encounters, such as creative workshops or summits, help us shape a strong shared vision for the story and are especially valuable, as these often spark the best ideas.

TV KIDS: We hear a lot about the demand for known IP today. How much does the value of known IP weigh on your overall development process?
KRIEGER: Demand for established brands has grown significantly. Broadcasters and platforms are increasingly seeking lower-risk content, which means our classics such as Maya the Bee, Heidi and Vic the Viking continue to play a central role for us.

At the same time, the pool of existing IPs is limited. To drive innovation, it is therefore essential for us to invest in new concepts like the international preschool hit Vegesaurs, now airing in over 70 territories, or the Maya the Bee spin-off Arnie & Barney, set to launch in early 2026. For us, whether a project is based on a heritage brand or a new concept, the foundation remains the same: strong storytelling and uncompromising quality.

TV KIDS: The needs of broadcasters and platforms change all the time. And kids, too! How do you stay current and ahead of trends as you’re weighing what projects to take on?
KRIEGER: We maintain close ties with broadcasters, streamers and distributors to anticipate shifts early and adapt our strategy accordingly. At the same time, we are convinced that the only way to truly stay ahead is to do something original. Anything else is merely following trends. That’s why we deliberately take creative risks to drive innovation and develop unique concepts that stand out.

TV KIDS: Are you primarily developing in traditional feature-length or episodic formats, or are you playing in short-form, gaming or other ways to introduce a character or IP?
KRIEGER: Traditional formats remain the foundation of our projects. But from the very beginning, we think about every brand in a cross-platform way. Vegesaurs, for example, not only lives as a TV series but also on its own YouTube channel featuring clips and sing-along videos. Together with FXFX Studio, we recently launched a Roblox experience for Maya the Bee, bringing her into the world of user-generated gaming content.

We are open to projects conceived from the outset as short-form or gaming, as long as they expand the brand in a meaningful way and reach new audiences.

TV KIDS: We all know animation takes a long time; are there tools that your team is able to access now to help you iterate on ideas more quickly?
KRIEGER: We use proven digital production tools such as previs, animatics and storyboards to make better creative decisions early and operate efficiently. In addition, we integrate AI-driven tools that automate repetitive tasks and enable smarter production planning—freeing our creative talent to focus on storytelling and artistry.

At the same time, we remain intentional in early development: exploring ideas, gathering market insights and refining concepts. By combining our artists’ craft with the efficiency of new technologies, we deliver the high-quality content our partners and audiences expect, staying competitive in a fast-changing industry.

TV KIDS: What are you hearing from your broadcast and streaming clients about what their needs are on a commissioning front today?
KRIEGER: In addition to strong demand for well-known IPs and family-friendly content, broadcasters and streamers have a very clear understanding of their audiences and know exactly which genres, formats and target groups they want to reach. On the streaming side, we see more openness to content that skews toward older audiences such as teens and young adults. Across all platforms, the key requirements remain the same: compelling storytelling, global relevance and high-quality productions that families can enjoy together.