Procidis’ Maestro Welcomed to Grévin Museum
Procidis, part of Banijay Kids & Family, a global leader in children’s entertainment, behind hit shows such as Totally Spies! and Mr Bean: The Animated Series, announces an interactive installation at Paris’ Grévin, with Maestro, the hero of its animated educational series Once Upon a Time….
The installation, in partnership with France Télévisions Okoo, is set within the world of Once Upon a Time…Life, with a recreation of the legendary cell control office from the series. Centred around Maestro, reimagined in statue form, the activation gives visitors an immersive and interactive experience, uncovering the history of the museum and the process behind creating its iconic wax statues. Sculptor Stéphane Barret is behind the custom-made creations of Maestro and his cunning, mischievous co-star Nabot, based on drawings by illustrator Jean Barbaud. The installation will be further supported in 2025 with an extensive out-of-home campaign in the Paris subway. Opening in 1882 on the Grands Boulevards, Paris, Grévin welcomes more than 900,000 visitors each year. Maestro and Nabot join other iconic animated characters at the museum including the Little Prince, Asterix and Obelix, Paw Patrol, Lady Bug and Cat Noir.
Benoît Di Sabatino, President of Prodicis & CEO of Banijay Kids & Family says: “Banijay Kids & Family is focussed on amplifying its IP with innovative brand strategies, and live experiences and immersive events are key growth areas for the business. This activation is a great example of this, and a seamless fit with Hello Maestro’s values, leveraging its reputation as a leader in the edutainment field.”
Hélène Barillé, Managing Director of Procidis, says : “Once Upon a Time…Life is an ideal brand for the immersive experience space, and our partnership with Grévin allows fans of the show to connect with the characters in an entirely new way. The museum is the perfect home for Maestro, who, as a trusted source of educational information, is perfectly placed to take visitors on a never-before-seen journey behind the scenes of this iconic institution.”
In September this year, Banijay Kids & Family confirmed the majority acquisition of Procidis, creator of the famous edutaining saga Once Upon a Time…,and inclusive of its iconic umbrella brand, Hello Maestro. Procidis was established in 1962 by the late Albert Barillé, and since 2009, has been led by Hélène Barillé. A new eighth season of its multi-series saga, Once Upon a Time…The Objects recently debuted around the world. The September launch of this new series with Warner Bros. Discovery Italy’s Cartoonito was among the top 10 shows on the channel and ranked #1 top content on the Cartoonito app for Media Starts during the month of launch.
Banijay Kids & Family’s collective of first-class producers and talent is behind some of the biggest kids brands in the world. As brand builders and experts at 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.
