Masha and the Bear delivers sweet treats and creative fun! BRANDORA Editorial Staff - November 2015

 
Art tools and seasonal confectionery are the latest major licences from animation hit

Maurizio Distefano Licensing has announced the award of three new licences in the Italian market for the runaway preschool animation hit Masha and the Bear. Crayola is about to launch a line of colouring and drawing-based products for the back-to-school and Christmas gift markets. Wal-Cor is bringing out a range of sweet treats, also for the Christmas market. And Caffarel is planning a range of Easter eggs and fruit jellies for 2016.

Crayola, one of the world’s best-known designers and suppliers of innovative art tools, crafting activities and creative toys for children, has produced a range of Masha markers, colouring sets, colour and erase activity sets, albums and much more for creative youngsters. The Crayola line will have very wide distribution across hypermarkets, supermarket chains, independent stores, gift shops, toy stores, bookshops and online from September.

Wal-cor, a major name in the production and distribution of quality chocolate products for over half a century, will be offering a wide selection of beautifully designed and very tasty Masha and the Bear seasonal chocolate treats. It will include chocolate coins, chocolate bars, chocolate figures, Advent calendars, and Christmas tree balls. These too will be widely available in hypermarkets, supermarket chains, independent stores and toy stores as well as food stores, speciality shops and coffee shops.. Expect to see the Masha and the Bear Wal-Cor lines at retail by the fourth quarter of 2015.

Looking ahead to 2016, Caffarel, the legendary Turin-based provider of high-quality chocolate and confectionery, is planning an Easter range that will include a variety of sizes of Easter eggs along with assorted fruit jellies. The Caffarel Masha and the Bear range is a specialist item that will be available at patisseries and high-end coffee shops with a distribution date of end 2015.

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 TV ratings 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 in the Italian market. As well as confectionery and art tools, some of the recent Masha and the Bear licences include bicycles, cycling gear, beach accessories, umbrellas, bed linen, clocks and watches.
Marisa De Zorzi, Marketing Manager Crayola, says: “Crayola, one of the world’s best-known brands of innovative art tools, crafting activities and creative toys for children, has produced a range of Masha creative solutions that include, colouring sets, colour and erase activity sets, activity albums and much more for creative youngsters. The Crayola line will have a wide distribution across hypermarkets, supermarket chains, independent stores, gift shops, toy stores, bookshops and online from the end of October.”

Doadi Sesena, Commercial Director Wal-Cor, says: “Masha and the Bear is a fast-growing property across Italy and one that has inspired us to produce a special range of quality chocolate products that will be a Christmas hit with families everywhere.”
Pierluigi Gallo, Marketing Director Caffarel, says: “People love to enjoy something special when they eat out and we are sure parents and children will be thrilled and delighted to see this special range of Masha treats at their favourite coffee and patisserie shops beginning of 2016.”

Maurizio Distefano, Founder and Director of MD Licensing, adds: “With the back-to-school season now upon us and gifting seasons already a strong retail focus, the timing of these wonderful new license awards could not be better. The high quality confectionery on offer from Wal-Cor and Caffarel, as well as the creative offerings from Crayola, will be enormously popular with Masha and the Bear’s ever-growing number of young fans.”