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Studio 100 International expands its successful third-party rights portfolio

Studio 100 International is refining its third-party licensing strategy in the German-speaking market by focusing on brands with strong growth potential, international appeal and local relevance. The portfolio already includes the global children’s hit Bluey, and in autumn 2025 Crayola and Tracht Man were added.

Bluey – family favorite
Bluey continues to grow as a leading brand for preschool children and families. Recently named “Licensing Property of the Year 2025” at the Licensing Awards Germany, the brand shows strong market positioning, high engagement and rising retail demand, highlighting ongoing partnership opportunities.

Crayola – creativity for kids
Studio 100 International now represents Crayola, a globally recognized creative brand with more than 120 years of history. Known for products that support children’s creative development, the brand spans washables, modeling material, craft and art sets, digital formats and more. Sustainable production and packaging extend its licensing potential. Rob Spindley, Licensing Director International at Crayola, welcomes the partnership to raise Crayola’s profile in Germany, Austria and Switzerland.

Tracht Man – local hero with broad appeal
Tracht Man, a Bavarian superhero with lederhosen and a dumpling cannon, combines comic action with regional humor. The brand appeals beyond traditional children’s audiences and offers rich product and campaign potential. Created by Bavarian artist Chris Kloiber, the comics are published in German, Bavarian, English and Japanese, with over 60,000 copies sold and a growing social media community.

Outlook
“Bluey, Crayola and Tracht Man fit our strategy to develop culturally relevant brands with strong community engagement in the DACH region,” says Joachim Knödler, Head of Licensing at Studio 100 International. The company aims to drive new retail and consumer opportunities and anchor these brands sustainably in the market.

Source: Press Release Studio100

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