The pioneering edutainment producer joins Banijay Entertainment’s children’s division.
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 the majority acquisition of French production company, Procidis, creator of the famous edutaining saga Once Upon a Time…, and inclusive of its iconic umbrella brand, Hello Maestro. The complementary deal broadens the group’s existing portfolio of premium 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 Managing Director of Procidis following the acquisition. Banijay Kids & Family, led by Benoît Di Sabatino, takes on the role of President of Procidis.
Procidis’ Hello Maestro incorporates all seasons of its multi-series saga, Once Upon a Time…, a leading edutainment show, and globally trusted brand*, which has been translated into 80 languages, and broadcast in more than 100 countries. A new 78 x 7’ season, Once Upon a Time… The Objects, launched this year, co- produced by Procidis and Samka, in association with France Télévisions and HOT, with the participation of RTS and TV5Monde. Procidis also operates a substantial licensing programme for Hello Maestro, across multiple categories including games, audio, experiential, promotion and publishing, selling in more than 200m 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.
*90% of parents trust Once Upon a Time… to pass on verified information to their children, 82% of parents would like their children to watch the series (Source : Study conducted by BVA DOXA KIDS INSTITUTE for PROCIDIS in June & July 2022 on a sample of 300 parents & 300 children – data from 9 countries including France).