Studio 100 International is sharpening its strategic focus on third-party licensing in the German-speaking territories and continues to invest in brands with strong growth potential, international appeal and regional relevance. Bluey has been one of the world’s most successful children’s brands in the company’s portfolio for the past two years. In fall 2025, Crayola and Tracht Man were added as two additional properties generating strong attention both globally and locally.
Bluey: One of the strongest family brands in the market
Bluey continues to grow at a remarkable pace and is now among the most influential brands worldwide for preschool children and families. The internationally award-winning series was recently honored at the Licensing Awards Germany as “License Property of the Year 2025” – a recognition that also highlights how effectively Studio 100 International has positioned and grown the brand in the German-speaking territories. High brand loyalty, strong streaming performance and steadily increasing retail demand underline Bluey’s ongoing strength and its potential for further partnerships.
Crayola: Creativity as a brand promise
With Crayola, Studio 100 International now represents one of the world’s most iconic creativity brands. For more than 120 years, the US brand has stood for creativity, innovation, and a clear brand promise: empowering children in their creative experiences.
From Washimals, modeling clay, children’s activity kits, paint sets and markers to apps and YouTube formats, Crayolaoffers a diverse and versatile range. Sustainable production and packaging are core elements of the brand strategy. This creates extensive opportunities for licensing – from classic creative product lines to innovative concepts that blend color, design, and creativity.
“We’re delighted to join forces with Studio 100 International, a trusted leader in family entertainment that perfectly aligns with Crayola’s mission to inspire creative moments for kids of all ages,” said Rob Spindley, Licensing Director International at Crayola. “This partnership represents an exciting milestone in extending Crayola’s global footprint, bringing our vision of creativity and self-expression to even more families across Germany, Austria and Switzerland.”
Tracht Man: Bavarian humor meets pop culture
A truly distinctive new addition to Studio 100 International’s third-party portfolio is Tracht Man, the first genuine Bavarian superhero. Equipped with Lederhosen and his legendary dumpling cannon, he protects Munich and Bavaria from supernatural threats, mad scientists and mythical creatures – always with a loud, unmistakable dose of Bavarian humor. The property brings together comic-book action, wit and locally inspired product potential in a way that feels both authentic and highly marketable.
The brand reaches well beyond traditional children’s target groups and opens up a wide range of opportunities for products and campaigns – with appeal far beyond Bavaria. Created by Bavarian comic artist and publisher Chris Kloiber, Tracht Man comics are published in German, Bavarian dialect, English and Japanese. More than 60,000 copies have been sold to date, and its social-media community continues to grow steadily.
“Our clear strategic goal is to build brands with strong growth potential in the DACH region – regardless of whether they are already globally established or driven by strong regional roots. Bluey, Crayola and Tracht Man are a perfect fit for our portfolio: they stand for creativity, family appeal, cultural relevance and strong communities. Together with our partners, we look forward to generating new momentum for retail and consumers, and to anchoring these brands sustainably in the market,” says Joachim Knödler, Head of Licensing, Studio 100 International.
