Edel Kids celebrates its 25th anniversary: a success story through the ages

Andrea zum Felde, General Manager of Edel Kids

Hamburg, 17th January 2024

Edel Kids, the Edel Group’s home entertainment brand for children’s entertainment, is delighted to announce a significant anniversary: 25 years of successful presence in the diverse children’s entertainment market. For a quarter of a century, the label has established itself as one of the most important children’s repertoire providers in the audio and DVD segment in Germany, Austria and Switzerland, with sales figures continuing to rise.

For 25 years, Edel Kids has stood for high-quality children’s entertainment and has inspired young target groups with captivating audio and DVD products. This anniversary is a significant milestone that reflects our commitment and consistency in the children’s entertainment sector,” says Andrea zum Felde, General Manager Edel Kids, who has been at the helm since the label was founded on January 1, 1999.

As a label that moves with the times, Edel Kids transforms licensed themes such as “Barbie”, “The Little Prince” and “Pettersson and Findus” into physically and digitally available long-term classics, is involved in the production of animated series and films and has won numerous gold and platinum awards. As experts in the field of marketing, Edel Kids is a partner to Universal/DreamWorks, Warner Bros, Mattel, Hasbro, 20th Century Fox, Super RTL, KiKA and many others as part of major cross-media and cross-industry collaborations.

Thanks to its two in-house distributors Edel Distribution and Kontor New Media, Edel Kids is in a position to be in direct contact with customers with a constant stream of new and diverse topics and thus reach end consumers quickly. Time and again, the label proves its knack for new and successful content and won the Goldener Spatz 2022 award of the same name at the Kinder Medien Festival. The episode “The Dead Magpie” from the third season of “Pettersson and Findus”, produced in collaboration with ZDF, was awarded the prize by a children’s jury for its child-friendly approach to the topic of death.

Edel Kids has always perceived the enormous changes in the industry, especially with regard to digitalization, as a positive challenge that constantly requires new ways of thinking and creative approaches. The label uses this development as an opportunity and motivation to constantly rethink, for example in new formats such as the Kekz headphones. Edel Kids has already won two Licensing International Germany Awards – in the categories “Licensee of the Year” (2019) and “Licensing Industry Award” (2023) – not least for this approach and its many years of success. Business partners such as licensor Mattel have also expressed their appreciation of the long-standing collaboration with Edel Kids in the past in the form of the “Entertainment Licensee” award (2013).

On the occasion of its 25th anniversary, Edel Kids would like to thank all its partners, customers and colleagues for their continued support and trust in the brand. The continuous cooperation and commitment of these partners have contributed significantly to the successful development of the label. Edel Kids is looking forward to successful collaborations and exciting and diverse products in the future. Lively, creative and versatile. That’s who we are. That is Edel Kids.

“The 25th anniversary of Edel Kids not only marks our success to date and our passion for high-quality children’s entertainment, but also points the way to an exciting future. Our dedicated team, led by Andrea zum Felde, and our long-standing business partners will continue to set high standards in the industry.” Jonas Haentjes, CEO Edel SE & Co. KGaA

Edel - Music, Books & Entertainment
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