Licensing News

Alma’s Way Signs Brand Central as Licensing Agency

alma's way

Brand Central LLC has been appointed licensing agency to represent Fred Rogers Productions’ new animated preschool series, Alma’s Way. The series is created by actor and writer, Sonia Manzano, who positively impacted the lives of generations of children as “Maria” on Sesame Street. Aimed at children ages 4-6, the original series will debut in fall 2021 on PBS KIDS with 40 episodes.

Alma’s Way follows 6-year-old Alma Rivera, a proud, confident Puerto Rican girl who lives in the Bronx with her parents and younger brother, Junior, as well as a diverse group of close-knit and loving friends, family, and community members. In each 22-minute episode, Alma speaks directly to young viewers, sharing her observations and feelings, working through challenges, and offering them a window into her everyday life. As Alma figures out how to best navigate her dilemmas, she takes viewers along with her, helping to empower them to form their own ideas and value their decisions.

Together with Fred Rogers Productions, Brand Central will develop a full-scale licensing program for Alma’s Way that reflects the series’ fun, educational, and cultural themes.

“We are thrilled to be working with Brand Central on this very special project,” said Paul Siefken, President and CEO of Fred Rogers Productions. “Brand Central has done a fantastic job as the licensing agent for Mister Rogers’ Neighborhood consumer products for almost 10 years, and we look forward to working on this exciting new series together. We believe parents and kids alike around the world will identify with Alma’s spirited confidence while learning critical-thinking and decision-making skills. And the upcoming products will offer children many creative ways to engage with the brand beyond the screen, too.”

“It has been so rewarding to work with the incredible team at Fred Roger Productions. What an honor to work on a show that has Fred Rogers Productions, Sonia Manzano, and PBS KIDS,” said Ross Misher, CEO of Brand Central. “A large episode commitment, dynamic characters, and a multi-cultural cast positions Alma’s Way as a leading voice in children’s entertainment for many years to come.”

Alma’s Way is created by Sonia Manzano and produced by Fred Rogers Productions. Ellen Doherty and Sonia Manzano are executive producers. Jorge Aguirre (Goldie & Bear) is head writer. The series is animated by Pipeline Studios (Elinor Wonders Why).