Belgium’s Studio 100 International has named Brand4rent as Russian licensing agent for Maya the Bee across all Russian territories.

The Moscow-based agency boasts expertise in entertainment, sport fashion and art, and under the deal will represent Studio 100 International by extending its licensed footprint in Russia by introducing new Maya product categories to support the brand.

With a new CGI series currently airing on Karousel, as well as YouTube where it has amassed 10 million views so far, plus a second series set to debut in 2017 followed by a second movie in 2018, there will certainly be a buzz around the brand for years to come. Shout! Factory recently nabbed North American distribution rights for all upcoming films.

To keep the on-screen momentum going in Russia, Brand4Rent will look to target new categories, develop marketing support and build on the existing licensing partnerships with master toy partner Grand Toys and publisher Egmont. The partnerships will deliver a variety of product across infant and preschool including plush, games and puzzles, outdoor and sport toys, arts and crafts and an assortment of activity books.