Studio 100 Media has signed a collaboration deal with Danish sports brand Hummel, intended to bring a “Maya the Bee" kids fashion line to life. The merchandise will be sold across the German-speaking territories, Nordics and France. “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,” Allan Vad Nielsen, CEO of hummel, said.
The two companies plan to develop clothes for babies and kids. The first apparel collection will be released under the hummel Kid's label in May of next year, followed by three other launches of a span of 18 months. Available items will include sweaters, sweatpants, t-shirts, bodysuits, and footwear, with exclusive “Maya the Bee” designs created uniquely for this collaboration.“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," Vad Nielsen said.
The creators of the line hope to further highlight "Maya the Bee's" primary mission to promote healthy activities and development among children. “Just like hummel, we also believe that the more active children are, the better they are to lead an energetic, healthy and happy life,” Head of Licensing Distribution at Studio 100 Media, Joachim Knödler, said.
The first products created for the babies’ collection will feature a retro look, targeting mothers/parents, while the kids’ collection will feature CGI and line art designs created from the CGI-animated TV series “Maya the Bee.” This year marks Hummel's second consecutive year named Denmark’s most sustainable clothing brand in the annual ‘Sustainable Brand Index.’