Consumer Products

Heidi reboot scores new licensing deals

Following strong ratings in Spain and Italy since its spring launch, Studio 100's new Heidi TV series, based on the classic Johanna Spyri novel, is picking up licensing steam with territory agent Planeta Junior.
July 7, 2015

Following strong ratings on Clan (Spain), Canal Panda (Spain, Portugal), Rai Yoyo (Italy) and Disney Junior (Italy) since its spring launch, Studio 100′s new Heidi series, based on Johanna Spyri’s classic children’s novel, is making strides on the licensing front.

Licensing agent Planeta Junior has been tapped to represent the 39 x 26-minute series in Spain, Portugal, Italy and Greece, and is in the process of lining up licensees.

So far, Famosa is on board as the property’s master toy licensee in Europe. The first batch of dolls, soft toys and playsets featuring Heidi and her friends will be released this year. Other key partners include Ditexmed (clothing collection), Lugar Difusión (hair, jewelry, accessories) and Creaciones Jugavi (makeup, bath sets).

Also this year, the original novel—Heidi’s Years of Wandering and Learning—from the Swiss-born Spyri (1821-1901) that spawned the first Heidi TV series 40 years ago, makes its return to print. Editorial Planeta is adapting the novel for Spanish kids four to seven, and Panini is also publishing a Heidi magazine in Q4.

In Spain, series DVD distributor Big Picture has just released the series on DVD. In addition, CyP (gifts), Claudio Reig (instrument collection) and Comansi (non-articulated dolls) have all signed on to make Heidi-inspired merchandise in the territory.

Turning to Italy, Cecchi Gori plans to launch the series on DVD this Christmas. Meanwhile, Edicart is publishing a book featuring Heidi’s new look, and Playpress is publishing coloring and activity books for schools.

Still in Italy, Mondadori will launch the series on DVD, along with the magazine TV Sorrisi e Canzoni in 2016, and Cleanpaper has signed on to manufacture personal care products. For Easter 2016, Giochi Preziosi will produce crisps, cookies and oven-baked products, while Walcor will manufacture chocolate coins and croissants.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at pcallan@brunico.com.


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