Russian kids’ series grows licensing program with food and accessory partners.
Licensing agency Maurizio Distefano Licensing has brokered three new licensee partnerships on behalf of the animated preschool series “Masha and the Bear.”
Swiss Eyewear Group has been tapped for a line of branded sunglasses for children, ages 3-8. The glasses, made in various colors and styles, will include 100 percent polarized lenses and anti-shock frames.
Italian mineral water company Acqua Sant’Anna will produce and market “Masha and the Bear” fruit juices, iced decaffeinated tea and still and sparkling mineral water.
Also in the food and beverage category, PreGel, an Italy-based gelato, yogurt, dessert and pastry product manufacturer, will create a variety of ice cream flavors inspired by the show. As part of the retail promotion for the dessert range, PreGel will offer pink sweets and a range of themed decorations for ice cream topping.
The three new licensees add to the brand’s 60 partners signed in the last year.
The program is expected to continue to expand as “Masha and the Bear” sees its new spin-off series, “Masha’s Tales,” hit broadcast markets, as well as a planned film and live tour.
“The diversity of licensing support for this delightful property has underlined its staggering popularity,” says Maurizio Distefano, president and founder, Maurizio Distefano Licensing. “To gain 60 high-quality licenses in such a short time is a tribute to the brand’s enormous reach and strength–and I’m sure there are many more licenses to come.”