News MAURIZIO DISTEFANO THE EVOLUTION OF LICENSING
A year of consolidation and expansion for Masha and the Bear SIGNIFICANT LICENSE AGREEMENTS SIGNED OR EXTENDED AND NEW PROJECTS PLANNED FOR 2018 FOR THE RUSSIAN ANIMATED SERIES THAT IS A HIT WITH CHILDREN ALL OVER ITALY.
2017 was a year of consolidation and expansion in the Italian market for Masha and the Bear, which has been a big favourite with kids since 2012. And even after close to six years of programming, its popularity through children remains undiminished. Now, in fact, it has taken its place among the truly classic properties. The third season, which has been showing since December 2016 on Rai YoYo, has been another big hit with fans. In this series Masha decides to leave the house in the forest that has been her home for so long – and her friend Bear – because she thinks she’s all grown up, but things don’t quite go according to her plans and she is soon back with her friends. The popularity of the series has been strengthened by the launch of two very successful spin-offs, again on Rai YoYo: Masha’s Tales and Masha’s Spooky Stories. Masha and the Bear is undoubtedly a TV phenomenon. But Masha and Bear is also a hit on multiple digital platforms,
such as Netflix, Infinity and TIM Vision. There is also an official Masha and the Bear YouTube channel, which boasts over 180,000 subscribers. And,of course, there’s also an official Facebook page,
which has achieved an amazing response, with over 5 million likes at the last count. Not surprisingly the Masha phenomenon has extended into licensing with a strong presence in Italy in the world of consumer products. The recent launch by Simba Master Toy of a new line of toys will be followed by further launches in 2018 and 2019. And this success is set to continue. Maurizio Distefano Licensing, which represents the brand in a number of territories on behalf of Ink Group, has renewed many established licensing agreements with a number of major Italian companies. They include Arnetta, Balocco, Denver, Grabo, Modecor, Sicem, Walcor, Wordcart, Mondo and many others. In the all-important publishing category Fabbri continues to offer its wide range of popular storybooks, activity books and music books. Meanwhile WUI has taken costume characters on tour throughout Italy on highly successful promotional tours and events. New contracts include Original Marines, which has developed a capsule nightwear collection; Narhinel, with a promotional offeringof a soft Masha and the Bear blanket to buyers of its children’s health products; and Impronta Designers, with a fun kiddie ride. A fourth and fifth tv series seasons are on the way after Animaccord announced plans for more Masha and the Bear TV shows at last BLE. In Italy this will be supported by continuing activity and new projects, including major new attractions that will be developed at Leolandia theme park for children.
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