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Kids Can ‘Bee’ Fashionable With hummel Collection

Studio 100 Media has signed a Maya the Bee fashion collaboration with well-known Danish sports brand hummel for the German-speaking territories, the Nordics and France.

The collaboration makes sense in more ways than one, said hummel CEO Allan Vad Nielsen, as the word ‘hummel’ means  ‘bumblebee’ in German.

“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,” said Neilsen. “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.”

Hummel fashions are “all about sports,” with the company planning a new line based on popular kids’ show character Maya the Bee.

Neilsen says the first apparel collection will hit the stores under the hummel KIDS label in May 2022, with three more exciting collections planned over the following 18 months. The fashion collections will include articles of clothing such as sweaters, sweatpants, t-shirts, bodysuits and footwear with exclusive Maya the Bee designs created uniquely for this collaboration.

Studio 100 Media Head of Licensing Distribution Joachim Knodler says a key part of the partnership is encouraging kids to stay active and healthy.

“Just like hummel, we also believe that the more active children are, the better they are able to lead an energetic, healthy and happy life,” said Knodler. “Maya the Bee shares these values in everything she represents.”

hummel is one of the oldest team sports brands in the industry, having been founded in 1923 with deep roots in football (aka soccer) and handball. While the company puts out children’s clothing branded to non-sports figures like Maya the Bee, Neilsen says the company’s focus “all comes down to sports,” and all of their collections are related to sports and fitness in some way.

The company is also a leader in sustainability, which Studio 100 says was important to their team.

“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’,” Knodler added. “Consequently, this special licensing partnership is a perfect match for Studio 100 Media.”

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

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