Ink Global has revealed that toy firm Sambro is taking on Masha and the Bear, producing a new line of merchandise based on the animated show.
As part of the deal brokered by Lisle International Licensing, Sambro will develop products for the UK market, spanning stationery, bags and arts and crafts.
Nikki Samuels, licensing director at Sambro, said: ”We are delighted to be working alongside Lisle International Licensing to create a Masha and the Bear range across multiple categories, including arts and crafts, bags and stationery.
“We love the brand and its roots in traditional storytelling, which are given a completely modern take. Its success across the world is testament to the characters' popularity and our designers will bring them to life with a collection of unique and innovative products.”
Sambro joins the growing list of licensees for the property, including Simba, Clementoni, PMS International, Egmont, Procos and TV Mania.
Claus Tømming, global director at Ink Global, added: “I’m sure Sambro will do a great job with Masha and create some innovative and exciting lines that tie in with the originality of the brand.
“The show’s huge UK fan base ensures a ready market when product hits retail.”