New Era at Teddy Productions: Yardeni Hands Control to Long-Time Executives
Tamira Yardeni, founder of Teddy Productions, transfers control of the iconic 55-year-old content firm to long-time executives Yoav Tzafir and Meital Cohen, opting against external sale offers.
A new era has begun at Teddy Productions. After 55 years of creative activity, Tamira Yardeni, founder and owner of Teddy Productions alongside her late husband Dudu Yardeni, has chosen to secure the company's future by placing it in the hands of the executives who grew up alongside her and became an integral part of its DNA.
Yoav Tzafir will now lead the company as the controlling shareholder, while Meital Cohen will serve as CEO. The move is designed to ensure the continued path, growth, and preservation of Teddy Productions' legacy for generations to come. The connection between Tamira Yardeni and Yoav Tzafir spans roughly three decades. Tzafir joined Teddy some 30 years ago, eventually becoming one of the most recognizable figures associated with the firm and a central partner in its development. Alongside him, Meital Cohen and Sarit Shalev have built the company's professional and managerial framework in recent years, with the trio now forming Teddy's leading management team.
Negotiations and Market Context
Previously, Teddy Productions was on the market for an extended period. Throughout the year, Yardeni engaged in negotiations with Gideon Tadmor and Emilio Shenker's international film and production company over a valuation reaching tens of millions of shekels. According to sources familiar with the details, Teddy Productions boasts a turnover of 100 million shekels, but yields an actual profit of 5 million shekels. Yardeni demanded a multiple of 10, placing the company's value at 50 million shekels. This financial gap ultimately led to the termination of talks, prompting Yardeni's decision in June of this year not to sell the company.
In a twist, Pnina Edri entered the picture at the last moment. Following her acquisition of a controlling stake in ADD Holding (60%), the purchase of the veteran Ronit Arbel PR agency, and another prominent agency, Edri pursued a major consolidation strategy by holding intriguing acquisition talks with Tamira Yardeni's powerful Teddy Productions as a final preparation for NMC's massive public offering.
Preserving an Independent Legacy
Ultimately, Yardeni finalized her decision to keep the company within its internal DNA. According to an official statement from Teddy Productions, the choice was made after Yardeni received several acquisition offers from leading market players, but ultimately elected to pass Teddy to the people who grew up with her, deeply understand its values, and know how to carry on its path.
"There is no one more fitting than Yoav to continue leading Teddy. Yoav started working at Teddy thirty years ago and constitutes an essential part of it. I feel fortunate that the company Dudu and I founded 55 years ago will continue to prosper, grow, and flourish in the hands of this wonderful and exceptional team—Yoav, Meital Cohen, and Sarit," Tamira Yardeni stated following the transfer of control.
Yoav Tzafir, controlling shareholder of Teddy Productions, added: "I am very excited to lead Teddy Productions together with my partners Meital and Sarit into a new and continuous era of creation and execution at the highest standards. I deeply thank Tamira for our long-standing partnership, trust, and friendship. For me, Teddy is much more than a company; it is a home, a path, and values upon which I grew both professionally and personally."
