Masha and the Bear's outdoor lines prove popular in Italy - Licensing.biz

Masha and the Bear's outdoor lines prove popular in Italy

Mondo and Eurasia ranges have been a hit.
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Maurizio Distefano Licensing has enjoyed success with two of its recent licences in the Italian market, for the pre-school animated TV series Masha and the Bear.

During the holiday season, both licences enjoyed a good response from customers, with Mondo's line of beach and outdoor play toys and accessories and Eurasia's range of accessories for young cyclists.

Pierluigi Drocco, commercial director at Mondo, said: “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.”

Eurasia, which specialises in auto accessories and bicycles, followed Mondo into supermarkets and indie stores, with its range of colourful seats, sun visors, helmets and gloves for young cyclists.

Anna Maria Polato, director of marketing at Eurasia, added: “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.”

Masha and the Bear first launched back in 2009 in Russia, with a target audience of children aged between three and nine-years-old.

Maurizio Distefano, founder and director of MD Licensing, commented: “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.”

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