DUBAI: MBC Group has signed a multi-platform deal with international licensing company and studio Animaccord making it the exclusive licensing agent for the hit children’s series “Masha and the Bear” in the region.
The group’s licensing and merchandising unit will provide Animaccord with a full support solution which will include consumer products deals as well as increasing and strengthening the presence of the “Masha and the Bear” brand via digital offerings, events, and television.
Additionally, the cartoon will be available on children’s TV channel MBC3 and the streaming platform Shahid Kids.
Bassel Ghoussainy, MBC Group’s head of licensing and merchandising, said: “‘Masha and the Bear’ is one of the most successful and renowned properties globally, and we are delighted to be representing the brand in the MENA region.
“‘Masha and the Bear’ has an extensive licensing program in many other regions around the world and our expertise in licensing will enable us to replicate this success and build a robust merchandising and retail program in the region,” he added.
Created by Russian animator, director, and screenwriter Oleg Kuzovkov and produced by Animaccord Studio, “Masha and the Bear” is an internationally renowned family show. Being the first cartoon of its kind to be produced with 3-D CGI technology, the show is a breakthrough in serial animation.
It focuses on the adventures of a little girl named Masha and her caring friend, the bear, who always keeps her safe from disasters. The series has been dubbed into 42 languages so far and broadcasted across the majority of continents. In January, it was named by Parrot Analytics among the world’s top five most in-demand shows.
Alexey Merkulov, chief commercial officer at Animaccord, said: “It’s absolutely exciting to partner with such a media giant like MBC Group to ensure a complex development of the ‘Masha and the Bear’ property in the region.
“We believe MBC Group will bring the exceptional media, promo, and consumer experience for MENA audiences.”