Banijay Kids & Family has confirmed the majority acquisition of French production company, Procidis, creator of the Once Upon a Time… saga, and inclusive of its iconic umbrella brand, Hello Maestro.
The complementary deal broadens the group’s existing portfolio of kids labels and marks its first edutainment focused producer.
Procidis was established in 1962 by the late Albert Barillé, and since 2009 has been led by Hélène Barillé as president, who will now remain as md of Procidis following the acquisition.
Procidis’ Hello Maestro incorporates all seasons of its multi-series edutainment saga, Once Upon a Time…, which has been translated into 80 languages and broadcast in more than 100 countries. A new season, Once Upon a Time… The Objects, launched this year.
Procidis also operates a substantial licensing programme for Hello Maestro across multiple categories including games, audio, experiential, promotion and publishing, selling in more than 200 million books.
Banijay Kids & Family’s portfolio of seven production labels spans France, Italy and the UK, and houses Banijay Kids & Family Distribution, alongside its marketing, digital and licensing divisions.
“Procidis has been a leader in the educational entertainment market for more than 40 years, and as a huge fan of its work, it’s an honour to welcome the team to the group,” commented Benoît Di Sabatino, ceo at Banijay Kids & Family. “Procidis and Hello Maestro have unique identities which perfectly complement our existing labels and brands. I know how important the company is to Hélène, and with her remaining on board to retain and champion the DNA the business was built on, it is with great enthusiasm that together we will lead Procidis in its next phase of growth.”
Hélène Barillé, md at Procidis, added: “I’m proud of the company and brands we have established, building on Albert’s prescient vision of the importance and positive impact of learning through entertainment. We have an ambitious growth strategy, and with Banijay Kids & Family’s world-class capabilities, we are well-placed to realise these ambitions. The company echoes our core values of family and trust, which makes it the perfect home for us to enter this exciting new chapter.”
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