MBC Group inks multi-platform deal with Animaccord for MENA

MBC Group has become the exclusive licensing agent for Animaccord’s children series ‘Masha and the Bear’ in the MENA 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 cartoon will be televised on MBC3, as well as on Shahid Kids.

Bassel Ghoussainy, Head of Licensing & Merchandising at MBC Group, commented on the partnership saying: “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. Masha and the Bear has an extensive licensing programme 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 platforms and for our viewers to enjoy watching on the number one kids’ channel in the region”.

On the other hand, Alexey Merkulov, Chief Commercial Officer (CCO) at Animaccord also expressed his excitement on the collaboration saying: “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”.

To recall, Masha and the Bear is an internationally renowned family show created by Oleg Kuzovkov and produced by Animaccord Studio. The series has been dubbed into 42 languages so far and broadcast across the majority of continents.