Studio 100 Media and Danish sports brand hummel partnered on a fashion collaboration for Maya the Bee.
The two companies collaborated on a branded apparel collection to be released in German-speaking territories, Nordics, and France. The first apparel collection will be released through the hummel KIDs label in May 2022, followed by three more collections over the next 18 months.
Allan Vad Nielsen, CEO of hummel, stated, “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.”
Joachim Knödler, head of Licensing Distribution at Studio 100 Media, commented, “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.”
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