Mediawan frames this as a 'natural extension' of their group synergy, claiming it creates a cohesive strategy that benefits audiences and partners alike.
Industry insiders see this as a hostile consolidation of power; Toon2Tango is effectively swallowing the merchandising rights for Europe's biggest independent kids studio, leaving little room for outside agencies.
Deal announced Oct 19, 2026. Covers Astro Boy reboot, Wadoo, and Maddie + Triggs. Follows March 2025 distribution agreement. Quotes from Julien Borde and Hans Ulrich Stoef.
This isn't just a partnership; it's a monopoly play. Toon2Tango now controls the cash register for some of Europe’s most valuable kids IP.
The kids' TV landscape is shaking up, and the biggest power grab isn't happening on screen—it’s happening in the toy aisle. In a move that rewrites the rules for European children’s entertainment, Mediawan Kids & Family has signed an exclusive worldwide licensing and merchandising agreement with Toon2Tango. This isn't a tentative handshake; it’s a full-scale consolidation of control over one of Europe’s leading independent studios for family content.
The German powerhouse, which is already part of the Mediawan Group, will now identify, negotiate, and manage every single licensing deal for Mediawan’s extensive portfolio. If you’re a brand looking to slap a logo on a preschooler’s lunchbox, you’re now dealing with Toon2Tango. Period.
What makes this deal particularly spicy is the sheer volume of high-value IP changing hands. The agreement covers all major product categories, from toys and games to apparel, home goods, and digital games. But the crown jewel here is the upcoming 'Astro Boy' reboot produced by Method Animation.
This isn't just a minor title; it’s a global franchise reboot with massive merchandising potential. Alongside 'Astro Boy,' Toon2Tango gains control over the digital-first series 'Wadoo' and the hit preschool series 'Maddie + Triggs.' For competitors, this means the door is firmly shut. For Toon2Tango, it means they are combining these assets with their own productions, like the 'Paluten Freedom' animated feature based on the YouTube series, and 'Niko,' based on the international film franchise.
They are also bringing 'Agent 203' and the KiKA-commissioned 'Showtime' into the fold. The portfolio is becoming a fortress. The PR team is trying to sell this as a harmonious family reunion, but the language suggests a strategic takeover.
Julien Borde, President of Mediawan Kids & Family, called the agreement a "natural extension" of their work, praising Toon2Tango’s "25 years of experience" and labeling them a "dedicated, agile partner." Borde emphasized that this move allows their labels across France, Italy, the U.K., Germany, the Netherlands, and Belgium to build "lasting brand value." It’s diplomatic code for: we are centralizing our revenue streams under one roof to maximize profit. The synergy strategy is clear: stop leaking money to third-party agents and keep the licensing fees in-house where they belong.
Hans Ulrich Stoef, CEO of Toon2Tango, didn’t mince words about the ambition behind this deal. "We are proud to take on this expanded role," Stoef said, noting that the agreement enables them to support brands from development through to market. He explicitly mentioned a "new approach" involving direct-to-consumer fan merchandise platforms, signaling a shift away from traditional B2B licensing toward capturing the end-user dollar directly.
This follows a distribution agreement signed in March 2025, where Mediawan already integrated Toon2Tango’s content into its catalog. Now, they’ve integrated the money-making engine too. With projects like the action-adventure series 'Eldrador' from Schleich in development, Toon2Tango isn't just managing licenses; they are building a global consumer products empire. The receipts are in: Mediawan is handing over the keys to the kingdom, and Toon2Tango is ready to drive.
