MD Licensing announces major new food license for Masha and the Bear

Animation & Characters

Maurizio Distefano Licensing (MD Licensing) has announced another major addition to the exceptionally successful licensing campaign for the family animation hit Masha and the Bear, this time in the food category. Balocco, a major producer of biscuits, wafers and cakes for the Italian market, is to produce a tasty Masha and the Bear yoghurt cake.

Made with sourdough, decorated with icing sugar and with a delicious yoghurt filling, the Masha and the Bear cake is an ideal snack to share with family and friends. The cake — which is made without the use of palm oil — will be available in supermarkets, hypermarkets and a wide range of specialist cake and biscuit shops. The packaging will feature a charming illustration of the famous stars of the hit show that has taken the children’s market by storm.

With a target audience of children aged 3-9, Masha and the Bear has enjoyed strong TV ratings in Italy as well as on-demand streaming on YouTube, Chili and Infinity, and a very popular Facebook page. A new spin-off storytelling series, Masha Tales, a film and a live tour have also been popular and kept brand awareness high. In the third quarter of 2016 Rai YoYo will launch a new animated series called Masha Spooky Stories, in which Masha will teach children how to overcome everyday fears.

The show’s producer, Animaccord Animation Studio,  started production on the third season of Masha and the Bear at the end of 2015. The 26 new episodes are expected to reach screens by the middle of 2018, further boosting a very successful licensing campaign, which is managed in Italy by Maurizio Distefano Licensing. Masha and the Bear is already one of the top licensed properties on the Italian market with over 60 contracts signed to date. Recent licenses include beachware, bicycles, bicycle accessories, confectionery, markers, colouring sets, umbrellas, bed linen, clocks and watches.

Beginning in 1929 as a small local bakery, Balocco is today a large and innovative company, and one of the major players in Italy’s confectionery sector, selling to over 67 countries.

Maurizio Distefano, President and Founder MDL, says: “I’m delighted that Balocco, a byword for quality, tradition and Italian excellence, has entered this license agreement. These healthy, high quality and very tasty products will be a big hit with Masha and the Bear fans — of all ages — and this new license agreement underlines the extraordinary and continuing appeal of the property, to both licensees and consumers. “