Dual licensing award for the Maus

At the close of 2021, the extensive birthday activities marking the 50th anniversary of the Maus culminated in two crowning awards: Licensing International Germany selected “Die Maus” as the “Brand of the Year” and the Maus birthday cake from Coppenrath & Wiese as winner in the category “Licensed Product of the Year.”

2021 was the year of the Maus!

Jointly with its licensing partners, the WDR mediagroup launched an extensive assortment of products to commemorate the birthday. Many different anniversary products and numerous campaigns of the more than 70 licensees gave the Maus a strong commercial presence throughout 2021.

In addition, the Maus birthday was accompanied all across Germany with a comprehensive program of media entertainment, events, and marketing that ensured exceptional brand awareness among the target group.

© WDR/Bernd-Michael Maurer

What would a birthday be without a cake?

With its partner Coppenrath & Wiese, the WDR mediagroup brought out just the licensed product needed to complete the celebration: the official birthday cake! The multi-fruit and yogurt confection with layers of whole-grain sponge cake is a taste treat for the entire family. And there’s a special highlight imprinted on the inside of the box: the Maus itself, to be cut out and placed under the cake as a humorous table decoration.