Banijay Kids and Family, the dedicated production, distribution and sales division for children’s programming at Banijay.
Banijay Kids & Family

Once Upon a Time... Lands on Spreadshirt

Posted: 6 Jun 2025

Personalised apparel and accessories, based on the hit edutainment series, heading to popular e-commerce platform

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.

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.
Alexandra Filiol
VP Licensing, Banijay Kids & Family
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.
Markus Grindel
Director Licensing, Spreadshirt

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.

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