Banijay Kids & Family, a global leader in children’s entertainment, behind hit shows such as Totally Spies! and Mr Bean: The Animated Series, today announces a partnership between its edutainment franchise, Once Upon a Time… and leading on-demand e-commerce platform, Spreadshirt, secured through the German agent for the brand, Active Merchandising.

The deal covers kids and adult apparel, accessories and gifts, based on the hit multi-series saga, available across Germany, Austria, Switzerland, France and the UK. The products will feature iconic imagery from the series Once Upon a Time…Man, Once Upon a Time… Life and Once Upon a Time… Planet Earth.

Alexandra Filiol, VP Licensing, Banijay Kids & Family says: “Once Upon a Time… has strong international awareness and transgenerational appeal, presenting significant opportunities for brand extensions, which will further enhance its global presence and long-term growth. The latest offering, through our collaboration with Spreadshirt, leverages our rich style guide to ensure fun, high-quality designs that will resonate with fans worldwide.”

Markus Grindel, Director Licensing, Spreadshirt adds: ““Once Upon a Time… taps into a growing kidult trend — nostalgic, educational, and fun. We’re thrilled to bring this iconic brand to life on apparel and gifts that appeal to fans of all ages across Europe.”

Last year Banijay Kids & Family confirmed the majority acquisition of Procidis, creator of the famous edutaining saga Once Upon a Time…, and inclusive of its iconic umbrella brand, Hello Maestro. A new eighth season, Once Upon a Time…The Objects, recently debuted around the world. The September 2024 launch with Warner Bros. Discovery Italy’s Cartoonito, was among the top 10 shows on the channel and ranked #1 in terms of top content on the Cartoonito app for Media Starts during the month of launch.

Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment. Its dedicated licensing division supercharges international commercial opportunities for its portfolio of brands, which includes animated spy-fi franchise Totally Spies! and comedy classic Mr Bean.