Ink Brands, that handles Masha and the Bear rights globally, has announced that leading publisher Egmont is to expand its Masha’s publishing programme across Europe.
Egmont is already enjoying huge success with a range of Masha lines in Russia and will now introduce the brand to other major European territories, such as the UK, Germany, Nordics, CEE, Turkey and CIS territories. Products will include sticker books, coloring books, picture books, story books, and a Masha and the Bear magazine.
The Egmont extension comes hot on the heels of Simba Dickie signing a pan-European master toy agreement, with product set to launch from Q1 2015, confirming Masha as one of the hottest prospects in European licensing. The brand is already well established in the Russian market, where more than one hundred partners are in place, generating over 1000 individual SKUs across categories including puzzles, confectionery, home decorations, digital, and toys and fashion. Licensees include Russian companies and big international players such as Kinder, Orkla and Ferrero.
“Masha and the Bear and Egmont is a true match, we are thrilled to work with Ink on creating even more success for the loveliest girl and nicest bear on the planet. Together we certainly bring this amazing story to life,” says Mikael Gauffin, Marketing Manager at Egmont Publishing Kids.
“Egmont is set to replicate its Russian success across Europe, which will add to Masha and the Bear’s growing presence,” adds Ink Director Claus Tømming. “What we have learnt from the Russian market is that the licensing sector is able to capitalise very quickly on Masha’s TV broadcast so we are likely to see new partners coming on board across the continent over the next few months.”