Masha and the Bear outdoor lines are a hit with Italian kidsBRANDORA Editorial Staff - November 2015 |
Beachware and bicycle accessories enjoy a strong response at retail
Maurizio Distefano Licensing has announced the success at retail of two recent licences in the Italian market for the runaway preschool animation hit Masha and the Bear. Both have a strong outdoor focus and both enjoyed a strong response in the recent summer holiday season: Mondo, with its line of beach and outdoor play toys and accessories, and Eurasia, with a wide range of accessories for younger cyclists.
Mondo, a major name in sporting goods and outdoor toys, enjoyed enormous success in the beaches and backyards of Italy this summer with Masha and the Bear balloons. It will follow up in 2016 with the launch of inflatables, pools and other accessories suitable for outdoor play. All these lines are illustrated with pictures of little Masha, a happy, cheeky, energetic and very high spirited little girl, and the big and kindly bear who looks after her, along with their friends. Perfectly timed to coincide with high summer temperatures in much of the country, the Mondo output was widely distributed in hypermarkets, supermarkets chains, independent stores and toy stores.
Eurasia, a company that specialises in auto accessories and bicycles, followed Mondo into hypermarkets, supermarkets chains and independent stores, as well as DIY stores, with a wide range of colourful seats, sun visors, helmets and gloves for younger cyclists, all featuring pictures from the massively popular animated show.
With a target audience of children aged 3-9 years old, Masha and the Bear was launched in its home market of Russia in 2009. It has since become a huge hit around the world thanks to its winning combination of music, songs, engaging storylines and inventive animation. Strong ratings in Italy have inspired a very successful licensing campaign managed in Italy by Maurizio Distefano Licensing. Masha and the Bear is already one of the top licensed properties on the Italian market. As well as beachware and bicycle accessories, some of the recent licenses include confectionery, markers, colouring sets, umbrellas, bed linen, clocks and watches.
Pierluigi Drocco, Commercial Director, Mondo says: “Masha and the Bear is a property that encapsulates fun and friendship in a way that is perfect for outdoor play — as the enthusiastic response to our new range this summer has proved.
Anna Maria Polato Director of Marketing, Eurasia, says: “Safe cycling means sturdy accessories — and when we combined those accessories with some of the most popular characters on kids’ TV, both parents and children were equally thrilled.”
Maurizio Distefano, Founder and Director of MD Licensing, adds: “Already one of the top licensed properties on the Italian market, Masha and the Bear continues to indicate its wide appeal with new and diverse licences and retail success, as these excellent ranges have proven.”