Maurizio Distefano Licensing has brokered a major agreement to bring Masha and the Bear into consumer electronics with Samsung.
The popular children's property will now become the face of a major promotion with Samsung across Italy.
Under the new promotion, consumers will be able to access and download a wide range of Masha and the Bear digital assets, including full-length episodes of season one, two and three, as well as games ebooks and more with the purchase of any model of the Samsung tablet.
The promotion started in November and runs until February 2019.
Samsung offers more than 20 models in its Galaxy tablet range and all will offer the option to download these assets. The special offer will be available in large specialist electronics stores online and offline.
To support this initiative, Samsung is planning a marketing campaign that will span online and television advertising, as well as in-store and POS material.
This promotion builds on high consumer awareness of Masha and the Bear and its success, both as a licensed brand and a series, with Italian families.
Now in its third season, repeat showings and new episodes of Masha and the Bear have been met with enthusiasm by big audiences on both DeA Junior and Rai YoYo.
The brand has even given rise to two spin-off series - Masha's Tales and Masha's Spooky Stories. Episodes of these three shows are also available to mobiles, PCs and tablets, and streaming on Infinity, a dedicated YouTube channel and the official Masha and the Bear Facebook page.
Maurizio Distefano, president, MDL, said: “Needless to say, we are enormously excited about this promotion and our role in making it happen.
"It’s a one-of-a-kind promotional activity for the Italian market with a global leader in consumer products that will not only be enormously popular with Masha fans but will introduce many more people to these delightful characters.”