LIDL DRIVES CORPORATE SOCIAL RESPONSIBILITY PROJECT AND LOYALTY

PROGRAM WITH MAYA THE BEE FOR THE FOURTH YEAR IN A ROW

Munich, April 15th, 2020. Studio 100 Media and one of Europe’s leading food retailers Lidlare delighted to announce that the Zihadielko Playgrounds featuring Maya the Bee andher friends are proving to be a huge hit in Slovakia.

The Zihadielko Playgrounds, a corporate social responsibility (CSR) project, was launched in2016 by Lidl Slovakia as a reaction to the lack of safe playgrounds for children. Over 40modern safe Lidl playgrounds at a cost of approximately 3.5 million Euros have been builtsince its launch with another 10 attractive playgrounds planned for 2021. The playgroundsare branded with Maya the Bee showing playful and fun visuals of Maya and her friends.

The aim of the CSR project is to support health and fitness, enable families to spend timetogether in the fresh air and aid children’s development with active movement in a funway.

Cities and towns throughout Slovakia competed for the Zihadielko playgrounds through anational competition set up via public voting on the Zihadielko website(https://zihadielko.lidl.sk/). Since the beginning of the project more than 16 million voteshave been garnered in a country whose population is approximately 5.45 million. In the firsttwo months of 2020 there was a new record of more than 5 million votes cast.

The Zihadielko Playgrounds project goes hand in hand with a broad loyalty campaigntaking place in the Lidl stores now for the fourth year in a row. Every year a new item oftableware designed with Maya the Bee and her friends was offered – so far there havebeen mugs, bowls, plates and this year a set of cutlery is also available to Lidl customers.Thus several million licensed products of Maya were given to Lidl customers as loyalty premiums.

Tomáš Bezák, Head of Corporate Communications at Lidl Slovakia said, “We started thisproject in 2016 to provide safe playgrounds and thus to support children´s healthydevelopment and families throughout Slovakia. We are very happy that this project is sucha huge success and delighted with what we have achieved so far. Also, the project hasgreatly helped Lidl to increase its brand awareness. For example, Lidl has spontaneouslybeen perceived as the most responsible company in Slovakia on the basis of the latestrepresentative FOCUS survey.”

Peter Kleinschmidt, Director Marketing & Brand Management at Studio 100 Media, says:“As rights owner of the popular and classic global children’s brand, we are delighted thatMaya is the perfect friend to support the Zihadielko playgrounds and its loyalty programwith Lidl. As an active part of the game elements contained within the playgrounds, Mayais not only entrusted to improving the environment for children and offering huge benefitsto society but is also entrusted to share the values of nature, health and fitness, exploration,adventure and fun.”

About Studio 100 Media

Studio 100 Media is an international production and distribution company within the children’s and family entertainment sector. Based in Munich, Germany, the company is a 100 percent subsidiary of Belgian firm Studio 100. The company develops and acquires new content, engages in co-production and co-financing activities and is also responsible for the international distribution of its own and third party rights. Studio 100 Media’s business model is the perfect vertical and horizontal integration of its IP’s. In marketing its license rights the company pursues a global strategy within sectors ranging from Content Distribution, Licensing and Home Entertainment through to Theatrical Movies, Stage Shows and Theme Parks.

Source： Studio 1000 Group