Animaccord, the global entertainment powerhouse behind the internationally beloved children’s entertainment property Masha and the Bear, and Maurizio Distefano Licensing, which manages licensing for Masha and the Bear in Italy, have announced a series of initiatives designed to deepen the brand’s connection with Italian audiences.

Through a strategic broadcasting deal with media giant Rai, and a range of festive and interactive retail and meet and greet experiences with toy giant Giochi Preziosi, Masha and the Bear has been bringing its signature charm to families across Italy in time for the festive season.

Italy’s media giant Rai has been broadcasting new episodes from Masha and the Bear Seasons 6 and 7 on Rai Yoyo and Rai Play. Rai has also extended the rights for hit spin-off Masha and The Bear: Nursery Rhymes, which began airing in Q4 2024 across Italy, Vatican City, the Republic of San Marino, Monaco and Malta.

Animaccord, together with Giochi Preziosi, has also launched a number of autumn and Christmas campaigns, creating a magical family and holiday experience centred around Masha and the Bear.

They include a nationwide retail rollout that has allowed shoppers at the Giochi Preziosi store in Piazza Duomo, Milan, and Hamleys in Rome to enjoy vibrant Masha and the Bear shop window decorations.

The campaign extends to hundreds of stores nationwide, including Toys Center, Giochi Preziosi, Iper Collatina and Hamleys locations, featuring branded displays with eye-catching shelves and QR codes that unlock exclusive digital content, such as a fun Masha and the Bear video game.

Special in-store meet and greets at which fans interacted with Masha and the Bear characters, were held in Milan and Rome from 5 October to 14 December. There have also been festive in-store experiences such as a dazzling branded Masha and the Bear Christmas tree at the Piazza Duomo store in Milan, which will remain on display until 6 January. On 7 December, families at the store had the unique opportunity to meet Masha and the Bear characters in person, take photos and receive Christmas-themed activity book giveaways, which will remain available throughout the season.

And that’s not all. To mark the arrival of the Masha and the Bear toy collection by Giochi Preziosi and support the festive mood, Italian family-focused influencers showcased the branded toys through engaging Christmas social media content, including unboxings, reviews and storytelling.

Maurizio Distefano Licensing, Animaccord’s licensing representative in Italy for over ten years, has further expanded the reach of the Masha and the Bear brand in 2024 through exciting collaborations with existing partners across a variety of categories.

Highlights have included the launch of anti-mosquito bracelets by Brand Italia in January and bicycles with new graphics by Denver in February. For Easter, Bauli introduced a delightful Colombina cake, while in publishing, Panini continued its popular monthly magazines and PonPon launched mini-books entitled Sing with Masha in May. Additionally, the ELARI kids’ smartwatch, allowing parental supervision of content, debuted this year on Amazon Italy.

About Maurizio Distefano
Maurizio Distefano, an internationally accredited professional with over 20 years of experience in the sector, is President of the licensing agency and management consultancy that takes his name. The innovative and exclusive proposal of the agency is based on a holistic approach which allows it to analyse and respond to the particular business development needs of each individual licensee.