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Playmobil and Studio 100 Media|m4e inked a multi-year licensing agreement for toys based on Heidi. The deal covers the worldwide rights with the exception of some territories in Asia. The consumer launch for Heidi will take place next year.


Playmobil will create figures and play sets based on the CGI animated series and planned theatrical feature from the Studio 100 Group. Both companies will jointly implement video content, such as Playmobil Heidi shorts, in line with the companion videos produced to support other Playmobil toys.

Peter Kleinschmidt, international commercial director of Studio 100 Media|m4e, says that “Playmobil and Heidi are already cult brands in their own right. They are a perfect fit and we are absolutely convinced that the planned figures and play sets will delight kids and grown-up fans around the globe. We are looking forward to this cooperation with such a strong strategic partner which optimally complements the diverse product range of the Heidi brand.”


Playmobil to further expand its licensing business

Playmobil only entered the licensing business a few years ago. Topics such as DreamWorks Spirit, DreamWorks Dragons or Ghostbusters are popular and will be continued. The daily business includes licenses for Studio 100 Media AG. The enterprise stands for qualitatively high-quality and force-free child maintenance. Beside Heidi and further topics also „Maya the Bee” und „Vicky the King“ rank among the marks under the roof of Studio 100 Media. In March, for example, the company signed a multi-year license agreement for “Maya the Bee” with the private dairy Bauer. A licence agreement for the lifestyle brand Miffy has been concluded with roba Baumann GmbH on behalf of the rights owner Mercis BV. As part of the cooperation, roba has designed a miffy product line for babies and toddlers. It ranges from music boxes and textiles such as blankets and sleeping bags to beds, playpens, cradle sets and more.

In addition to Heidi, Playmobil has announced two other new license themes
Playmobil has a lot of plans with its latest license brand: “We are delighted to have found two experienced partners in the children’s entertainment segment in Studio 100 Media and m4e. The joint processing of license themes challenges new creativity and promises new game experiences that will inspire children in the long term. We are looking forward to many high-quality products in the physical as well as in the digital area”, says the management of geobra Brandstätter. In addition to Heidi, Playmobil has also announced the two new license themes “Scooby Doo” and “Back to the Future”.

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