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Masha and the Bear marks UK success with key activity

Initiatives planned at Waterloo station and Bluewater, while The Entertainer Easter activity is a hit.

Animaccord is celebrating success with its Masha and the Bear property in the UK, undertaking a number of initiatives across the territory.

The show debuted in Tiny Pop in December 2017 with viewing figures growing steadily. It is now also being shown on Cartoonito, as well as Netflix and on YouTube.

In addition, the BrandTrends 2018 report showed that brand awareness in the UK for Masha and the Bear has increased by 22%, with it also being included in the top five favourite kids’ brands in Europe.

A number of activities have been running for the brand in the UK. This month (April), the main characters will appear at Waterloo station in a special A Magic Mirror event featuring 3D Masha and the Bear interacting with visitors based on augmented reality technology.

The event will also take place at Bluewater shopping centre on May 4-5.

In addition, The Entertainer ran a special Easter event (from March 21 to April 24) which saw 150 stores branded with Masha and the Bear display stands and security gates. The campaign was supported by interactive events with the costume characters.

Further retail events are due to take place later this year.

On top of this, Tiny Pop’s ‘Tiny Pop Cracking Easter’ marathon saw Masha and the Bear take part in special programming along with other animated series.

Later this year, Tiny Pop is planning a series of Masha and the Bear activities including a competition with a family trip to Sardinia as one of the prizes.

A fourth musical season – Masha’s Songs – with each episode dedicated to the cultural values and most popular song of a particular country (including an episode about the UK) is also being prepared.

A Russia launch is planned for June with other countries to follow.

Animaccord has pledged that it will release new content regularly until 2025 as a minimum.

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