'Masha and the Bear' Grows in Iberia

The Russian animated series "Masha and the Bear" is picking up speed in Spain and Portugal with a string of new licensing deals.

April 6, 2018

Licensing reps Ink Global and Biplano line up roster of product partners for the brand.

The Russian animated series "Masha and the Bear" is picking up speed in Spain and Portugal with a string of new licensing deals.

"Masha and the Bear" currently airs in Spain on Boing and Canal Panda and on SIC in Portugal.

The latest licensee to join the brand's CP program is Penguin Random House, which will develop a range of publishing formats for the Spanish and Portuguese markets for launch from Q1 2016.

Existing deals are already in place across toys (Simba Dickie, Saica, Clementoni), personal care (Air-Val), arts and crafts (Stor, Cife, Canal Toys), back-to-school (Montichelvo, K-Stationery), stickers and albums (Panini), apparel (TV Mania) accessories (Lugar Difusion) and more. Merchandise will be launching throughout 2016.

“Success across Iberia follows on from a strong performance in other countries, such as Italy, and underlines the huge licensing

potential of 'Masha and the Bear,'" says Claus Tømming, director, Ink Global. "It’s innovative, fresh and funny and really stands out from other kids' brands, which puts it in a very strong position at retail.”