‘Masha and the Bear’ Takes Flight in Italy

The popular preschool property is highlighted on two RAI channels in Italy.
License Global

February 10, 2021

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Maurizio Distefano Licensing (MDL), which manages licensing for the “Masha and the Bear” brand in Italy and Switzerland, has announced the preschool series’ arrival on mainstream Italian programming.

Kids’ channel Rai YoYo, where the series has enjoyed a large number of showings since its arrival in Italy, was instrumental in the series’ early success. “Masha and the Bear” has a very strong following on Rai YoYo to this day. Along with many TV showings, RaiPlay, the web portal and the Rai App have also played a key role in the series’ success, allowing fans to see episodes of the show any time they like.

Thanks to Maurizio Distefano Licensing, “Masha and the Bear” also has a very active licensing program in Italy, with licensees for every product category, ranging from Easter eggs to olive oil, from footwear to children’s masks and from toys to publishing. Licensee products also have a strong online presence, in particular on Amazon, where the dedicated “Masha and the Bear” shop can be found,

as well as on the Toys Center website. The “Masha and the Bear” experience can also be enjoyed in-store: Toys Con Te has dedicated an exclusive exhibition space to the series.

“The interest in ‘Masha and the Bear’ from major public TV channels is no surprise,” says Maurizio Distefano, president, Maurizio Distefano Licensing. “It’s a high-quality, very entertaining series that has become a cultural phenomenon. It’s also become a big favorite for both broadcasters and licensees, who appreciate a show that has so much to offer both in terms of content and in terms of products.”

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