European family entertainment producer Studio 100 will be rolling out an extensive licensing program to support its revamp of kids property Maya the Bee—accompanying the 3D CG-animated series (78 x 13) international broadcast launch. The new show based on the popular ‘70s character has already sold in over 130 countries.
The show has already began airing in Spain—with more than 590,000 viewers catching the first episode on CLAN TV this February and ranking in the top four most-watched shows on the free digital platform—and France, where its daily airing on TF1 reaches an average viewing share of 40%. In Benelux, VTM Kazoom and Z@ppelin have reached 38% and 47% shares, respectively. The new series has also launched on TRT Coçuk (Turkey) and EBS (South Korea), with Russian network Karusel intending to launch a teaser campaign beginning March 8, and will air the first 30 episodes starting May 2013.
The early success of the new iteration of the Maya brand has fueled a lincensee rush, with over 250 on board covering all major categories worldwide, from apparel to games and plush to food. Extensive licensing programs are set to launch between Q2 and Q4 2013 in all the countries mentioned above. In addition to comprehensive marketing plans for the year ahead, Studio 100 will also take a 360 degree approach to the Maya brand—including her own Harlem Shake video. (Yep, that meme is still kicking.)
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