Maya the Bee CSR Playground Project in Slovakia Continues

Studio 100 Media and Lidl joined forces in Slovakia for the Zihadielko Playgrounds corporate social responsibility (CSR) project featuring Maya the Bee, which is set to expand through 2021.

Since the Zihadielko Playgrounds project was launched in 2016 by Lidl Slovakia, over 40 modern, safe Lidl playgrounds branded with Maya the Bee have been built. Another ten playgrounds are planned for 2021 under the CSR project, which aims to support health and fitness and enable families to spend time together in the fresh air while aiding children’s development.

Cities and towns throughout Slovakia competed for the Zihadielko playgrounds through a national competition set up via public voting on the Zihadielko website. The Zihadielko Playgrounds project goes hand-in-hand with a four-year-running broad loyalty campaign in Lidl stores that sees a new item of tableware designed with Maya the Bee and her friends offered each year. So far, the campaign has featured mugs, bowls, plates and a cutlery set.

Tomáš Bezák, head of corporate communications at Lidl Slovakia, said: “We started this project in 2016 to provide safe playgrounds and thus to support children’s healthy development and families throughout Slovakia. We are very happy that this project is such a huge success and delighted with what we have achieved so far. Also, the project has greatly helped Lidl to increase its brand awareness. For example, Lidl has spontaneously been perceived as the most responsible company in Slovakia on the basis of the latest representative FOCUS survey.”

Peter Kleinschmidt, director marketing and brand management at Studio 100 Media, added: “As rights owner of the popular and classic global children’s brand, we are delighted that Maya is the perfect friend to support the Zihadielko playgrounds and its loyalty program with Lidl. As an active part of the game elements contained within the playgrounds, Maya is not only entrusted to improving the environment for children and offering huge benefits to society but is also entrusted to share the values of nature, health and fitness, exploration, adventure and fun.”