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MBC GROUP, the renowned media company in the Middle East & North Africa (MENA), announces a new partnership with Animaccord to become the exclusive licensing agent for Animaccord’s hit children’s series, “Masha and the Bear” in the region. 

MBC GROUP’s Licensing & Merchandising unit will provide Animaccord with a full 360-support solution, which includes but is not limited to inking consumer products deals, increasing and strengthening the presence of the “Masha and the Bear” brand via digital offerings, events and on TV. Additionally, the popular cartoon will be televised on MBC3, the leading children’s channel in the MENA region, as well as on Shahid Kids.

“’Masha and the Bear’ is one of the most successful and renowned properties globally, and we are delighted to be representing the brand in MENA,” said Bassel Ghoussainy, Head of Licensing & Merchandising at MBC GROUP. “’Masha and the Bear’ has an extensive licensing program in many other regions around the world and our expertise in licensing will enable us to replicate this success and build a robust merchandising and retail program in the region.” 

Ashraf Younis, Director of MBC Action and MBC3 at MBC GROUP added: “We are delighted to sign ‘Masha and the Bear’ for MBC3; a property that kids around the world love and engage with. 

“‘Masha and the Bear’ has found its new home in the MENA. We are looking forward to hosting Masha and her friends on our on our platforms and for our viewers to enjoy watching on the number one kids’ channel in the region.”

Created by Oleg Kuzovkov and produced by Animaccord Studio, “Masha and the Bear” is a internationally renowned family show, a breakthrough in serial animation after becoming the first cartoon of its kind to be produced with 3D CGI technology. The show focuses on the adventures of a little girl named Masha and her caring friend the bear that always keeps her safe from disasters. 

The series has been dubbed into 42 languages so far and broadcasted across the majority of continents. In January 2021, the show was included in the “Top 5 Most In-demand Shows Globally” by Parrot Analytics. 

Meanwhile, Animaccord is an international licensing company and studio, which specialises in worldwide distribution of content, consumer products rights and brand management. 

Alexey Merkulov, Chief Commercial Officer (CCO) at Animaccord commented: “At Animaccord, we provide the worldwide popular animation of premium quality across the globe – now making a breakthrough in serial family content producing it in 4K format. 

“It’s absolutely exciting to partner with such a media giant like MBC GROUP to ensure a complex development of the ‘Masha and the Bear’ property in the region. We believe MBC GROUP will bring the exceptional media, promo and CP consumer experience for audiences in MENA.”