Ten years of magical moments with Studio 100’s top girl brand and with full power and new content into 2023.
Mia and me premiered on television in August 2012 on German ZDF and after 3 seasons, 78 episodes, being sold to more than 170 territories, and becoming an international licensing and movie success, it continues to rank among the most beloved girl’s brands around the globe. From the very beginning, Rainbow S.p.a. was responsible for the Italian market and is still in charge of distribution and licensing in the Italian-speaking territories, cooperating with RAI as broadcaster.
Meanwhile, the brand has become a YouTube phenomenon with almost 3 million subscribers on its various international and local channels, reaching a stunning number of 1.6 billion views and Studio 100 is gearing up to give the brand more boosts in 2023.
Brand-new Season 4 will be premiering on television in many territories in the first half of 2023, accompanied by various marketing campaigns to support the launch. With strong on-air promotion (e.g., on German broadcasters ZDF and KiKA), retail activation, social media activities on YouTube, Facebook, Instagram and TikTok as well as dedicated events such as cinema promotions.
The product portfolio, both nationally and internationally, is large and varied, and the brand’s success is further consolidated by a global agency network. Extensive and truly magical style guides for the first three seasons provide the basis for diverse product design; the style guide for the new season comes with a new look, playful but less childlike and with softer, pastel colours. To supply additional artwork for license partners within the fashion sector, Studio 100 is offering extensive trend books, filled with plenty of design ideas to expand the potential of the brand in the Softline range – with Denim Patches, Frosted Sparkle and, of course, a supplement on the theme of Girl Power.
By this approach, Studio 100 supports the brand through a GIRL POWER campaign, which focuses on ‘International Day of the Girl‘ on 11 October, declared by United Nations, every year and that wants to convey a very clear message, especially to young girls: be strong, don’t be afraid and always follow your heart. It shows the true meaning of friendship und how to overcome any challenge in life, especially with the help of friends.
Mia brings real girl power with her courage, determination, and enormous inner strength. The series offers a high identification potential, as friendship, team spirit, trust, courage, and adventure are always at the heart of the stories. And there are still far too few strong girls to be seen in leading roles, empowering female fans to take their lives into their own hands and go their own way.
For some years now, Mia and me has been campaigning on its own social media channels around this special day. As for this year, the 2023 campaign will be supported by various influencers, who are raising and supporting their daughters in this sense at home, and thus carry the message of Mia and me into their communities. In addition, the topic will be addressed by educators and young girls, who are known within the target group. This message will be amplified by a strong social media campaign on YouTube, Instagram, Facebook and TikTok.
As a long-time licensing partner, Simba has accompanied the brand with a high-quality toy line, Ravensburger supplies the books and is also new partner for board games and puzzles, as well as Edel Kids with the entire audio content. But there also are many appealing new products in the pipeline for 2023, like a new mobile app from Blue Ocean Entertainment, who also distributes a highly successful Mia and me magazine program and adds the sticker collection & album to its portfolio, or an absolutely new way of storytelling with ‘lively story’. This app offers a highly innovative form of narration combining audio, videos, images, chats and exciting special effects full of dynamism. Perfect for a young target group that consumes content on phones and tablets. And for the very first time, Mia and her friends will be the stars in a video console game for which Studio 100 Media is in final negotiations and which will be available in fall next year.
Mia and me is a strong girl power brand that will be boosted into a new era in 2023. Join team Mia: licensing@studio100media.com.
