Toy market news

Animaccord taps Firefly Brand Management to rep ‘Masha and the Bear’ for U.S. licensing

Animaccord‘s Masha and the Bear will soon have an even bigger presence in the U.S.


Firefly Brand Management inked a new deal to represent the popular animated series as its U.S. licensing agent. Firefly seeks to expand the Masha and the Bear brand through new licensing agreements and promotional partners across a variety of categories, including electronic toys, apparel, and more.

Last year, Masha and the Bear received an entry into the Guinness Book of World Records for its episode, “Recipe for Disaster,” which became the most-watched cartoon on YouTube upon clearing 3.5 billion views.

Since making its debut on UK Tiny Pop TV in December 2017, Masha and the Bear has grown to be a top-rated over-the-air series, with additional brand exposure across pay TV on Cartoonito, streaming on Netflix, and its dedicated English YouTube channel. In the U.S., the series can be seen on Netflix, YouTube, Amazon Prime,and Universal Kids. A fifth season is currently in production.

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