Banijay Kids and Family, a global leader in children’s entertainment, behind hit shows such as Totally Spies! and Mr Bean: The Animated Series, announced 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 and 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 more than 200m books.
Banijay Kids and Family’s portfolio of seven production labels spans France, Italy, and the UK, and houses Banijay Kids and Family Distribution, alongside its marketing, digital, and licensing divisions.
Benoît Di Sabatino, CEO of Banijay Kids & Family, says: “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. 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, Managing Director of Procidis, adds: “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 realize 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.”
Banijay Kids and Family’s collective of first-class producers and talent is behind some of the biggest kids brands in the world. As a brand builder and expert in amplifying IP, it delivers creative and impactful 360 brand strategies for its shows.
Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment.
