Lisle Licensing named UK agent for Masha and the Bear amid the brand’s global push

Lisle Licensing has been named the UK licensing agency for Animaccord’s Masha and the Bear as part of an extensive drive to grow the brand’s licensing programme on a global scale.

Lisle Licensing has been named among a slate of four international agencies charged with building the consumer product and licensing programme for Masha and the Bear in their respective territories.

Under the deal, Lisle will be implementing new partnerships for the property across available product categories, as well as work on the complex promotional opportunities and special projects to increase brand engagement.

The firm is joined in the new roster of agents by Lisans AS who will build the brand’s licensing programme in Turkey, utilising its 17 years of experience in the market. It already works with big name entertainment brands such as Warner Bros, Cartoon Network, Sony Pictures, Rovio and Coca Cola.

Meanwhile, Ferly is a one-stop shop to licensing across the Nordics, with its own in-house publishing and animation divisions, as well as relationships with top tier manufacturers. It will now work with Animaccord to build Masha and the Bear across the region.

Laura Nevanlinna, CEO of Ferly, said: “We are very excited to work with Animaccord on Masha and the Bear. We see fantastic potential with this story-driven, fun brand across categories.

“Masha and the Bear is beautiful and has an incredibly rich story-world – it’s perfect for the Nordics.”  

Completing the new line-up, ELC Europe will work with the property across CEE.

Together, they each join Maurizio Distefano Licensing, Italy’s independent licensing agency who has been working to establish Masha and the Bear to great success in Italy over the last five years.

Maurizio Distefano, president and owner, said: “I am thrilled to continue working with Animaccord now in direct relationship to continue developing Masha and the Bear CP business in Italy and ensure brand visibility for future generations.

“Masha and the Bear is such a powerful brand and a proven success story in my market.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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