Banijay Kids & Family: anniversary collaboration with Martine Cosmetics
Banijay Kids & Family is celebrating the 25th anniversary of Totally Spies! with a new collaboration with Martine Cosmetics. Founded by entrepreneur and influencer Gaëlle Garcia Diaz, the cosmetics brand has developed a beauty collection inspired by some of the animated series’ most iconic spy gadgets, including the compowder and lipstick laser. The gadgets have been recreated through customised product designs and packaging, bringing elements of the Totally Spies! universe into the beauty range. The collection is available to consumers worldwide.
Capturing the identity of Totally Spies!
According to Gaëlle Garcia Diaz, the collaboration represents one of Martine Cosmetics’ most ambitious projects. The aim was to capture the identity of Totally Spies! without creating conventional merchandise. Instead, the team developed customised products and packaging designed to look as though they had come directly from the world of the series, while maintaining Martine Cosmetics’ quality standards.
Roubina Tchoboian, Head of Global Licensing at Banijay Kids & Family, said the collaboration offers a creative way to celebrate the series’ recognisable gadgets while combining elements of Totally Spies! with Martine Cosmetics’ focus on beauty and current trends.
Part of the celebrations surrounding the 25th anniversary
The collaboration is part of the celebrations surrounding the 25th anniversary of Totally Spies!, which first launched in 2001. The series became known for its distinctive style, action‑driven stories, and female protagonists. Produced by Zodiak Kids & Family France, part of Banijay Kids & Family, the animated series returned in 2024 with its seventh season following an 11-year hiatus. An eighth season, produced in collaboration with Gulli and Warner Bros. Discovery EMEA, has also recently premiered in France.