Studio 100 International signs HABA for “Maya the Bee”
First-ever complete licensed product line for HABA – toys launching in August 2026 – agreement also includes products for the animated feature Arnie & Barney.
Studio 100 International has signed a licensing agreement with renowned German toy manufacturer HABA for the German-speaking market. This agreement marks a significant milestone for HABA as it introduces a licensed product line into its portfolio for the first time.
New Maya the Bee product line set
The partnership covers a new Maya the Bee product line set to launch at retail from mid-August 2026, timed for the brand’s 50th anniversary in Germany. The range combines creative and early-learning toys designed to support children’s development through play.
The agreement also includes products tied to the upcoming animated feature Arnie & Barney, set within the Maya the Bee universe. The film is scheduled for an international rollout from April 2026, followed by its German theatrical release on September 4, 2026.
The collaboration reflects a shared commitment to sustainability and education, with Maya the Bee serving as a long-standing ambassador for environmental awareness and insect protection.
Multi-channel marketing campaign
The launch will be supported by a multi-channel marketing campaign and dedicated retail activities throughout the second half of 2026.