Masha and the Bear open the doors of Bear’s House to their Italian fans

BRANDORA Editorial Staff - January 2016

First-ever real-life Bear’s House in Italy is a big success at major shopping venue

Masha and the Bear have opened the doors of Bear’s famous house to Italy’s kids at McArthur Glen Serravalle, Italy’s first and largest designer outlet — the first time the popular house has been on show at any venue outside Russia.

Brought to Italy thanks to a partnership between McArthur Glen, Europe's leading owner, developer and manager of designer outlets, and Maurizio Distefano Licensing, which manages the licensing campaign for Masha and the Bear in Italy, The project came to life with full support of Animaccord HQ.

The Bear’s House opened its doors to the public in early December and attracted more than 1,000 young visitors to the centre near Milan in only three days. It will be open until early March 2016.

Children flocked to see the beautifully designed wooden home of the star of their favorite animated series. Inside they could look at Bear's chair, games, books, tables and benches, and, of course, a television broadcasting episodes of Masha and Bear. There were many gadgets and buttons for little fingers to press, licensed product inspired by the show, and even a cardboard Masha waiting outside to join visitors for a free souvenir photo.

Thousands more visitors are expected to explore Bear’s House in the coming weeks: more than 5.5 million of people visit McArthurGlen Serravalle every year, with numbers at their highest during December and the first week of January.

Bear’s House is a wonderful Christmas treat for fans of the show whose winning combination of music, songs, engaging storylines and inventive animation has made it a massive hit in Italy. Masha and the Bear’s strong TV ratings have also inspired a very successful licensing campaign managed by Maurizio Distefano Licensing. Some of the recent licenses include beachware, bicycle accessories, confectionery, markers, colouring sets, umbrellas, bed linen, clocks and watches.

Maurizio Distefano, Founder and Director of Maurizio Distefano Licensing, says: “This wonderfully designed attraction has brought to life one of the most popular characters in modern children’s TV animation. We’re looking forward to a continued high demand as many more kids visit the Bear’s House during the holiday season.”