Russian animation has signed a string of broadcast and licensing deals in Italy.

Masha and the Bear enjoying Italian success

Russian animation Masha and the Bear has been enjoying a run of success in the Italian market, with a number of broadcast and licensing deals secured.

Dall’Angelo Pictures distributes the Animaccord show in the broadcast and home entertainment channels in Italy, which is just one of around 100 countries where the cartoon is screening.

Both RAI YoYo FTA TV and Dea Junior Pay TV have bought the Italian rights to the show, each screening approximately 15 episodes per day. Ratings on RAI YoYo are particularly impressive with an average audience of over 500,000 per day.

Meanwhile, Italian sub agent for the brand Maurizio Distefano, has secured a number of licensing deals.

These include Accademia (back to school and gift), Clementoni (toys), Dolfin (confectionary), Grabo (balloons), In.Te.Sud (apparel), Jaxo Tirabasso (accessories), Lisciani (puzzles and toys), Modecor (cake decorations), Multiprint (play prints), World Cart (tissues) and Sicem (apparel).

Distefano commented: "Masha and the Bear has huge appeal for Italian audiences who are bored of mainstream shows. This has been recognised by Italian licensees and we have already built a strong programme, with many more deals close to being finalised."

Claus Tomming, director at Ink Global (which represents the brand), added: "Success in Italy shows the strength and potential of Masha and the Bear. It is a show that stands out as something original and innovative in a crowded market and audiences everywhere are responding to that, which creates a very strong platform for licensing."

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