Sambro snaps up Masha

Ink Global has announced that Sambro will produce Masha and the Bear merchandise for the UK market, after signing a deal brokered by Lisle International Licensing.

The hilarious animated hit chronicles the adventure of Masha – a lovable but endlessly inquisitive little girl – and her reluctant best friend, a circus bear whose love of the quiet life is repeatedly thwarted by Masha’s attentions. Ink Global represents the property globally in the broadcasting and licensing sectors, while Lisle International Licensing is the brand’s UK representative.

The show is screened across the world and was named best animation in the Creative Talent category at the 2015 Kidscreen Awards. Daily screening on Cartoonito, which reaches around 4.5m individuals a month and just under a million children, has led to huge popularity across the UK. Masha is the channel’s second best rated programme, behind only Fireman Sam. Masha is also a YouTube sensation, with the brand recording just shy of 300m views from the UK alone.

Multi-award winning Sambro is one of the UK’s largest toy manufacturers, specialising in creating character licensed products across multiple categories. The company joins a growing list of UK Masha licensees, which includes Simba, Egmont, Clementoni, TV Mania, PMS International and Procos.

Nikki Samuels, Licensing Director at Sambro comments:

”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.”

Adds Ink Global Director, Claus Tømming:

“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 fanbase ensures a ready market when product hits retail”