Masha and the Bear stage show is a huge success with Italian public

BRANDORA Editorial Staff - April 2016

Success of live winter tour could lead to summer show

Maurizio Distefano Licensing has announced that the live winter touring show based on the preschool animation hit Masha and the Bear has been such a hit with the public that more live shows are likely in the summer. Milan-based Warm Up Industry (WUI), a major name in promotions and event management, which planned the winter show, would again organize the event.

Masha and the Bear Snow Tales on Tour has already been a huge success. Since late last year the duo and their show have enchanted holidaying families in all of Italy’s major ski towns, giving fans of all ages a chance to join in their marvellous adventures in a delightful family show.

Masha and the Bear Snow Tales on Tour premiered at the Milan Darsena Christmas Village before starting a major tour that included December 31st in Madonna di Campiglio in Trentino for the New Year celebrations, January 30th and 31st in Madesimo in Lombardy, and February 6th and 7th in Zoldo in Belluno. The tour, developed and managed by WUI, will continue until April visiting the most popular winter destinations for families including Folgaria, Sestriere, Cervinia and Santa Caterina Valfurva.

As well as the live show, the series continues to attract a large audience on Rai YoYo and satellite channel Dea Junior. But fans are seeing the show through other media, too. Masha and the Bear is streamed on Chili and Infinity, on the YouTube platform (where it has gained over 12 million views), on the Masha and the Bear Italian website and on its own official Facebook page.

And of course the popularity of the brand has inspired a very successful licensing campaign, managed in Italy by Maurizio Distefano Licensing. Masha and the Bear is already one of the top licensed properties on the Italian market. Recent licenses include beachware, bicycles, bicycle accessories, confectionery, markers, colouring sets, umbrellas, bed linen, clocks and watches.

But there’s nothing like seeing your heroes on stage. The success of a winter tour targeting family skiing areas has been so great that plans are now under way for a summer show visiting some of the most important Italian holiday destinations for families.

Maurizio Distefano, President and Founder MDL, says: "Whether on TV, mobile, computer, tablet or now on stage, Masha and the Bear is a popular hit wherever its stars can be found. Our congratulations to WUI on this marvellous show. We're looking forward to the next one!”