Banijay Kids & Family, a global leader in children’s entertainment, behind hit shows including Mr Bean: The Animated Series, today announces a new raft of licensing deals for the iconic Totally Spies! franchise.
A popular brand, with a unique dual audience, Totally Spies! continues to captivate both nostalgic Millennials and Gen Z fans of the original series, as well as a new generation discovering the animated reboot. Reflecting this broad appeal, the latest licensing agreements include products tailored for younger viewers discovering the brand for the first time, alongside offerings designed to tap into the nostalgia of longtime fans, ensuring there’s something for everyone.
Hachette Heroes is set to launch an adult colouring book, tapping into the nostalgia of older fans with stylish, spy-themed artwork. Apparel partner Hybris will deliver fashion-forward collections that blend retro flair with modern streetwear, while Osan, a creative Saudi-based eyewear brand, introduces a range of fashion-forward Totally Spies! sunglasses in the Middle East, bringing the characters’ iconic style to life. Chaks is developing dress-up costumes for adults and children, letting them step into the shoes of their favourite spies. And, further boosting visibility and fan engagement, Totally Spies! also featured in this summer’s Gulli Tour – a high-profile marketing activation across France that brought the brand directly to families through live events and interactive experiences.
Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family says: “Totally Spies! has a unique ability to connect with fans globally and across a broad demographic. These new partnerships reflect our ongoing commitment to building a multi-generational franchise through products and experiences that celebrate the brand’s legacy, while welcoming a whole new audience.”
First launching in the early 00s, Totally Spies! hooked a generation of fans with its iconic aesthetic and powerful female leads. Produced by Zodiak Kids & Family France (part of Banijay Kids & Family), it returned last year with its seventh season, following an 11-year hiatus. An eighth season has been confirmed, in addition to a live action adaptation, which is in development with Amazon MGM Studios, and Will Ferrell’s Gloria Sanchez Productions.
Banijay Kids & Family’s collective of first-class producers and talent is behind some of the biggest kids brands in the world, and its dedicated licensing division supercharges international commercial opportunities for its portfolio of brands. Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment.
