MAM
Endemol in licensing deal for Lillebi
MUMBAI: Television format creator and dstributor, Endemol, has secured a international licensing deal for the leading German kids brand Lillebi.
Created by German artist Steinbeck and his team from Creativ Entwicklungs GmbH, Lillebi is a print-led property based on drawings and stories of a loveable young mouse and his friends.
The brand, which is targeted at girls up to eight years old, launched in 2004 in Germany and today has more than 40 partners covering an impressive and varied portfolio of products from clothing to gifting and publishing.
Global division Endemol Worldwide Brands (EWB) aims to build on this success by securing strategic deals to grow Lillebi into a multi faceted kid‘s licensing property with mass market appeal.
EWB will pursue a multi-platform licensing programme with brand extensions targeting numerous core categories including toys and games, gifting & merchandising, stationery, publishing, mobile & smartphones and promotions.
In the UK, EWB is looking to further promote Lillebi by securing a major high-street retailer for a direct to retail license. Similar strategies will be adopted in the CEE markets.
EWB CEO Olivier Gers said, “Lillebi offers a variety of delightful characters and engaging narratives, whilst also promoting positive values for children and adults. It is an extremely strong property that can easily replicate its success in Germany across the major markets around the world. We believe it has the potential to become a major worldwide kids brand. This is a good example of Endemol‘s global network that allows us to spot a major property in one market and help roll it out internationally.”
CREATIV-Entwicklungs MD Peter Steinbeck said, “We are very happy to have found an international partner like Endemol, who are able to roll out our brand pan-European and across many categories and media platforms.”
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
