MD Licensing and Galbani bring Masha and the Bear to mealtimes

BRANDORA Editorial Staff - October 2016

Free Masha and the Bear fridge magnet in every pack of Crema Bel Paese — 23 to collect!

Maurizio Distefano Licensing (MD Licensing) has announced another major addition to the highly successful licensing campaign it runs on behalf of Ink Group and Animaccord for the preschool animated hit Masha and the Bear.

From September 1st to October 31st Galbani, the leading name in the Italian dairy produce market, is supplying a Masha and the Bear fridge magnet in every pack of its enormously popular Crema Bel Paese spreadable cheese triangles. Each magnet is illustrated with smiling pictures of the stars of one of the most popular children’s cartoon shows of recent years. There are 23 in all to collect.

Galbani cheese dates back to 1882, when father and son Davide and Egidio Galbani first made it in the lush Alpine valley village of Ballabio. Today Galbani is Italy’s favourite cheese brand and the Galbani group is a leader in the dairy produce market and one of the top manufacturers in the cured meats market, selling more than 300 products in 50 different countries. With its simple, delicate and traditional taste the Crema Bel Paese is one of Galbani’s best-loved products, popular with families across Italy and a number of other countries.

With a target audience of children aged 3-9, Masha and the Bear has continued to consolidate its leadership in the cartoon segment throughout 2016, both on television and through on-demand streaming on YouTube, Chili and Infinity, and a very popular Facebook page.

Masha and the Bear has also inspired a number of spin-off shows. The new animated series Masha Tales (26 x 5), in which little Masha tells her viewers a bedtime story based on such popular fairy tales as The Three Little Pigs and Little Red Riding Hood, is currently airing on Rai YoYo. 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. Meanwhile the Masha and the Bear live show continues to attract big audiences all over Italy.

Given this high level of awareness and popularity, it’s no surprise that Masha and the Bear is also one of the most popular licensed properties in the Italian market, with more than 60 contracts signed in the last year.

Maurizio Distefano, President of MD Licensing, says: "We are delighted to be able to announce this license agreement with one of the leading and best-loved food brands in Italy. This collaboration with a leading Italian food company confirms once again the phenomenal popularity of the Masha and the Bear brand with both licensees and consumers. In 2016 we got extraordinary results; we are sure that 2017 will be an even more impressive year. "