VARTA On Board Maya the Bee


MUNICH: Studio 100 Media and VARTA Consumer Batteries have entered into a multiyear licensing agreement for Maya the Bee covering products such as night-lights and flashlights.

The agreement is effective immediately, with VARTA securing the license for the brand-new second season of Maya the Bee and two upcoming theatrical films. The deal covers the German-speaking market, Turkey, Russia, the Ukraine, the Baltic region, the U.K. and Ireland, Scandinavia, the Balkans, France, the CEE region and Benelux. The first products from VARTA will hit shelves next year. Planeta Junior will cover Southern European territories.

The sophomore season of Maya the Bee is set to air in Germany next year. Maya the Bee 2: The Honey Games, the first of the two upcoming movies, will be released in German theaters in March 2018.

Patrick Elmendorff, CEO of Studio 100 Media, said, “VARTA Consumer is [a] market leader in battery solutions. We are delighted about this international partnership with such a reputable, traditional company. The high quality of VARTA products has convinced us they are optimally suited to the Maya range. Both VARTA and Maya are strong international brands. We have sold the new CGI-edition of the TV series (2012), as well as the first movie (2014) worldwide in more than 160 countries. With the upcoming new adventures we will continue to write Maya’s success story, starting next year.”

Michael Bodfeld, the director of international marketing at VARTA Consumer, commented, “Thanks to Studio 100’s hard work, Maya the Bee has maintained its extreme popularity worldwide and with our high-quality products, will now illuminate children’s rooms across the continent. Night-light or flashlight, soon our range will provide something for every Maya fan. We are excited to be collaborating with Studio 100 Media to create new attractive products, extending our successful range of children’s lighting.”