Studio 100 Media Inks Fashion Deal for Maya the Bee

Studio 100 Media has secured a partnership with the Danish sports brand hummel for Maya the Bee for German-speaking territories, the Nordics and France.

The first apparel collection under the deal will hit stores under the hummel KIDS label in May 2022, with three more collections planned over the following 18 months. The fashion collections will include sweaters, sweatpants, T-shirts, bodysuits and footwear featuring exclusive Maya the Bee designs.

The first products created for the babies’ collection will feature a retro look, targeting parents, while the kids’ collection will feature CGI and line art designs created from the CGI-animated Maya the Bee TV series.

Allan Vad Nielsen, CEO of hummel, said: “For the very first time, two bees are coming together in perfect synergy, and we are excited to share our mutual journey of bringing the joy of sport and an active lifestyle to children everywhere. This collaboration is placed at the very heart of sports, making it the perfect fit for hummel KIDS and a crucial landmark for our international growth.”

Joachim Knödler, head of licensing distribution at Studio 100 Media, added: “Just like hummel, we also believe that the more active children are, the better they are to lead an energetic, healthy and happy life. Maya the Bee shares these values in everything she represents. hummel is a well-renowned worldwide brand, and for the second year in a row, it has been named Denmark’s most sustainable clothing brand in the annual Sustainable Brand Index. Consequently, this special licensing partnership is a perfect match for Studio 100 Media.”