BurdaVerlag Brand Licensing acquires children’s brands from Sony Music

Burda Verlag’s licensing and brand agency expands its portfolio and in future will exclusively market a selection...

Burda Verlag’s licensing and brand agency expands its portfolio and in future will exclusively market a selection of EUROPA (Sony Music Entertainment) children’s brands.

Munich, 16 September 2021Burda Verlag’s in-house licensing agency has acquired Sony Music Family Entertainment brands for its portfolio and in future will exclusively market the five well-known brands: TKKG, TKKG Junior, Die Fuchsbande, Teufelskicker and Die Punkies. In taking this step, Burda’s unit for brand collaborations, licensing products and acquiring new businesses is expanding its range of target groups to include the key strategic sector of licensed products for children and teenagers. All target groups are now covered from kids to best agers.

‘Millions of children love and consume audio plays every day. Our brands in particular thrive on fun, exciting and interesting stories, constant new additions, large catalogues, and high demand. We’re very happy that Burda Licensing has taken on five of our strong children’s brands and is going to be our licensing agency for the long term. I’m certain that Burda will be able to take them to the next level and entrench them even more in the licensing market’, says Arndt Seelig, Senior Director for Family Entertainment at Sony Music.

‘Detective adventures, passion for football, and the dream of being a pop star are all emotive topics that excellently complement our portfolio with younger target groups. These brands have already enjoyed many years of success, and we’re looking forward to exclusively marketing them in German-speaking countries. The Sony Music titles are just as powerful as audio plays as they are in the books sector, and are loved by lots of girls and boys aged 4 to 10 years old – a large and keenly licence-savvy target group with lots of potential’, says Lasse Martinsen, Director ofBrand Licensing.

This represents another major growth step for BurdaVerlag Brand Licensing. Along with Burda Verlag titles and external brands, the unit has built a foundation for holistic, creative collaborations that can be placed on different platforms with a wide reach and across all media. The in-house agency with many years of media expertise offers licensors and licensees something very special in the sector.
The range of services at the 17-strong agency led by Lasse Martinsen includes all steps in licence marketing – from distribution and brand management to partner acquisition for licensors, all the way to producing style guides.

Successful brands so far in the portfolio include publishing brands like Elle, InStyle, Playboy, Fit For Fun, Freundin and Meine Familie & ich.


EUROPA is a label of Sony Music Entertainment Germany GmbH and is the market leader in kids’ audio. The long-established label features audio plays, children’s music, and home-entertainment products for children. Sony Music – Family Entertainment holds the brand rights for series including ‘TKKG’, ‘TKKG Junior’, ‘Teufelskicker’, ‘Punkies’ and ‘Die Fuchsbande’. The label’s aim is the offer entertainment that’s fun and leaves space for creativity. Info on all EUROPA products can be found at www.play-europa.de.

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BurdaVerlag Brand Licensing
Arabellastraße 23
81925 München

Telefon: +49 89 9250-1301
Fax: +49 89 9250-1304
E-Mail: brandlicensing@burda.com


Phone: +49 89 9250-1301
Fax: +49 89 9250-1304
E-Mail: brandlicensing@burda.com