Animaccord, the global entertainment powerhouse behind the internationally beloved Masha and the Bear, is excited to unveil a series of impactful initiatives designed to deepen the brand’s connection with Italian audiences. Through a strategic broadcasting deal with Rai and a range of festive and interactive retail and Meet & Greet experiences with Giochi Preziosi, Masha and the Bear is bringing its signature charm to families across Italy just in time for the holiday season.
Broadcasting with Rai: Italy’s media giant Rai has been broadcasting new episodes from Masha and the Bear Seasons 6 and 7 on Rai Yoyo and Rai Play, bringing the latest adventures to Italian viewers. In addition, Rai has extended the rights for Nursery Rhymes, which began airing in Q4 2024 across Italy, Vatican City, the Republic of San Marino, Monaco, and Malta.
Complex Retail and Promo campaigns: Animaccord, together with Giochi Preziosi, has launched multifaceted Fall and Christmas campaigns, creating a magical family and holiday experience centered around Masha and the Bear:
- Nationwide Retail Rollout. Shoppers at the Giochi Preziosi store in Piazza Duomo, Milan, and Hamleys in Rome have been immersed in vibrant Masha and the Bear shop windows decorations. The campaign extends to over hundreds stores nationwide, including Toys Center, Giochi Preziosi, Iper Collatina, and Hamleys locations, featuring branded displays with eye-catching shelves and QR codes that unlock exclusive digital content, such as a fun Masha and the Bear video game; Special in-store Meet & Greets where fans interacted with Masha and the Bear characters, held in Milan and Rome from October 5th to December 14th.
- Festive In-Store Experiences. Since the first days of December, visitors to the Piazza Duomo store in Milan can marvel at a dazzling branded Masha and the Bear Christmas tree, which will remain on display until January 6, 2025. On December 7th, families at the store had the unique opportunity to meet Masha and the Bear characters in person, take memorable photos, and receive Christmas themed activity book giveaways, which remain available throughout the season.
- Influencer Christmas campaign. To mark the Masha and the Bear toy collection by Giochi Preziosi and generate festive mood, selected Italian family-focused influencers showcased the branded toys through engaging Christmas social media content, including playful unboxings, reviews, and storytelling.
Maurizio Distefano Licensing, Animaccord’s licensing representative in Italy for 10 years now, ensure Masha and the Bear brand maintaining and expanding its extensive CP portfolio in 2024 through exciting collaborations with existing partners across a variety of categories. Highlights include the launch of anti-mosquito bracelets by Brand Italia in January and bicycles with new graphics by Denver in February. For Easter, Bauli introduced a delightful Colombina cake in the food category, bringing festive cheer to fans. In publishing, Panini continued its monthly issues, while PonPon launched mini-books titled “Sing with Masha” in May, blending entertainment and education. Additionally, the ELARI kids’ smartwatch, offering parental control over location, contacts, communication, and content, debuted on Amazon Italy as another innovative and practical product.