Europe-wide toy deal secured for Russian animation.

Ink signs Simba Dickie as master toy for Masha and the Bear

Ink has signed up Simba Dickie as master toy licensee for Russian animation Masha and the Bear.

The firm will develop a range including plush, construction, wooden toys, summer toys, wheeled toys and arts and crafts.

The new deal covers Eastern Europe, GAS, Iberia, the Nordics, Benelux, France, Italy and the UK, with product due to launch from Q1 2015.

The agreement is one of the first steps in the global licensing programme for Masha and the Bear. Ink is looking to replicate the success of the Animaccord brand in the Russian market, where more than 100 partners are in place generating over 1,000 individual skus.

Licensees include Russian firms and international companies such as Kinder, Egmont, Orkla and Ferrero.

"We are delighted to have Simba Dickie on board and they will do a fantastic job," said Ink director, Claus Tomming. "We have known Masha and the Bear is special from day one and are thrilled to work with a partner who shares our passion and vision.

"This and the other initial deals we are signing for Masha are indicative of the enormous potential of the brand globally – it really is something magical and you just have to look at the success Masha has enjoyed in Russia to see how far it can go. The sky’s the limit with this property."

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