Animaccord 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 roll out 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 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.
In addition, 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 Christmas social media content, including unboxings, reviews and storytelling.
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