Lisans will build the licensing program for ‘Masha’ and handle brand distribution and promotion in Turkey. Nordic Licensing and publishing agency Ferly will represent the brand across the Nordics.

“We’re very excited to work with Animaccord on ‘Masha and the Bear,’” says Laura Nevanlinna, chief executive officer, Ferly. “We see fantastic potential with this story-driven, fun brand across categories. ‘Masha and the Bear’ is beautiful and has an incredibly rich story-world–it’s perfect for the Nordics.”

Animaccord has also partnered with Lisle Licensing for representation in the U.K.

Lisle will implement new partnership programs for the brand in available product categories and work on complex promotional opportunities and projects to increase brand engagement and awareness.

ELC Europe has been signed as an agent representing Eastern Europe, excluding Poland.

Maurizio Distefano Licensing, which helped introduce the property to Italy in 2014, will continue to serve as agent for Italy and Canton Ticino.

“I’m thrilled to continue working with Animaccord now in direct relationship to continue developing ‘Masha and the Bear’ CP business in Italy and ensure brand visibility for future generations,” says Maurizio Distefano, president and owner, Evolution of Licensing. “‘Masha and the Bear’ is such a powerful brand and a proven success story in my market.”