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Studio 100’s maya the Bee Scores Collab with Hummel

Studio 100’s maya the Bee Scores Collab with Hummel

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

For the first time ever, two “bees” are teaming up in licensing to enter a unique fashion collaboration for babies and kids. 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. 

Just as hummel KIDS, Maya the Bee seeks to encourage children of all ages to be active every single day. Whether it’s taking those important first steps, running in the playground, riding a bike to school or doing sports, hummel KIDS believes in an active lifestyle as a positive tool to help kids develop, not only through their motor skills but also their way of interacting and communicating with others. 

Allan Vad Nielsen, CEO of hummel, comments with excitement: “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. 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.”

“Just like hummel, we also believe that the more active children are, the better they are to lead an energetic, healthy and happy life. ‘Maya the Bee’ shares these values in everything she represents. 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’, consequently, this special licensing partnership is a perfect match for Studio 100 Media”, Joachim Knödler, Head of Licensing Distribution at Studio 100 Media, adds.

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”. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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