Heidi gets a Playmobil makeover as toy firm details first licensed lines

The titular hero of the popular animated children’s series, Heidi, has found herself immortalised in Playmobil fashion, thanks to a licensing partnership between the toy brand and the series’ production studio, Studio 100.

Studio 100 Media/m4e has signed an extensive licensing agreement with Brandstätter Stiftung for the worldwide rights – excluding some Asian territories – to develop play-sets and figures inspired by Heidi’s animated adventures. Products are expected to land at retail from 2020.

Both companies will work together to develop animated content around the new launch. It ties in with the ongoing success of Studio 100’s animated series, and its planned theatrical feature.

“We are happy to have found such experienced partners in the kids entertainment area as Studio 100 Media and m4e. The joint processing of licensing themes challenges to new creativity and promises new play experiences that will inspire kids in the long term,” said the management board at geobra Brandstätter.

“We are looking forward to many high-value products, in the physical as well as in the digital area.”

Peter Kleinschmidt, international commercial director of Studio 100 Media | m4e added: “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.”

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