Observed Signal · Jul 22, 2026 · Product Launch · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Leonine launches Leonine C_ label
Leonine Studios has created a new label, Leonine C_, to centralize its branded- and creator-entertainment efforts. Built from the former digital unit of Cologne-based i&u Studios, the label — led by Jochen Köstler and located in Cologne — will develop platform-native formats with creators to help brands reach communities. Leonine positions Leonine C_ as a label (not a separate company) and cites prior projects such as "Love Hunter," "Splash House" and the YouTube channel "Breaking Lab." CEO Fred Kogel framed the move as a logical next step following Leonine's work on branded formats and the creator-marketing platform HOT (Home Of Talents). The launch follows an industry trend of production companies creating dedicated creator-focused units.
Consolidates a major studio's branded- and creator-entertainment capabilities and reflects an industry trend, but is not a major platform policy or technology change.
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Key Takeaways & Evidence Grounding
- Leonine Studios launched a new label called Leonine C_ to focus on branded and creator entertainment.
- Leonine C_ is formed out of the former digital unit of Cologne-based i&u Studios and will be based in Cologne.
- Jochen Köstler will lead Leonine C_ and holds overall responsibility for all non-fiction productions at the Leonine Group.
- Leonine C_ is organized as a label within Leonine Studios (not a separate legal company).
- Leonine previously built branded/creator projects such as "Love Hunter" (for Joyn), "Splash House", and the YouTube channel "Breaking Lab", and developed the creator-marketing platform HOT (Home Of Talents).
Connected Companies & Entities
4 Entities mapped“From the former digital unit of Cologne's i&u Studios, Leonine Studios developed a new unit for branded- and creator-entertainment....”
“With formats like "Love Hunter" for Joyn the digital unit of i&u Studios realized branded and creator-entertainment projects....”
“At Banijay the subsidiary Banijay Media was formed as part of the broader move by production companies toward creator-focused businesses....”
“Article published on DWDL.de (© DWDL.de GmbH 2001-2026)....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Leonine Studios launches branded and creator unit
Munich-based media company Leonine Studios has launched a new unit, named Leonine C, to expand its branded- and creator-entertainment offering for brands and content partners. The move responds to changing consumption habits as younger audiences increasingly use social networks and new distribution channels. The announcement was published on July 22, 2026 by Tim Theobald on HORIZONT.
Leonine Targets €500M Revenue Amid Market Uncertainty
Leonine Studios CEO Fred Kogel discusses the company's performance and future prospects amid significant market uncertainty. In 2025, the German production giant increased revenue by nearly 6% to €432.3 million, with total performance up almost 8% to €477.1 million. Kogel describes 2026 as the most challenging year since the company's founding, citing reduced broadcaster budgets, production delays, and shifting industry dynamics. He expresses concerns about regulatory issues such as the pending German investment obligation and the lack of a tax credit, as well as the impact of the RTL Group's acquisition of Sky and the potential Paramount/Warner Bros. Discovery merger. Leonine aims to at least maintain last year's revenue and targets a medium-term annual revenue of €500 million through organic growth. The company is expanding into branded entertainment and creator content with its new unit Leonine C_, launched in July.
Leonine C_ Produces 'House of Power' for E.ON
E.ON commissioned a branded-entertainment reality series titled "House of Power - Wer spielt ein falsches Spiel?" produced by the newly formed Leonine C_ label. The eight-episode format, developed by social-lead agency Mawave together with Google, will premiere on YouTube from August 13 with weekly releases. Twelve celebrities and creators — including Axel Stein, Susan Sideropoulos, YouTuber Lewin Ray and streamer/podcaster Reeze — live together for three weeks, complete energy-themed challenges, and earn "energy points" for charity while some participants act as imposters to sabotage the group. The series showcases E.ON expert-led modernisation measures (photovoltaics, battery storage, heat pump, wallbox, intelligent energy management). Mediaplus will manage the cross-channel media strategy and additional social content to extend the campaign.
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