Sambro On Board Masha in the U.K.

LONDON: Sambro has signed on to produce merchandise inspired by the animated series Masha and the Bear for the U.K.

Sambro, one of the U.K.’s largest toy manufacturers, specializes in creating character licensed products across multiple categories. The company will develop a Masha product range across categories such as arts and crafts, bags and stationery. Sambro joins a roster of Masha and the Bear licensees in the U.K. that includes Simba, Egmont, Clementoni, TV Mania, PMS International and Procos.

Masha and the Bear follows the adventures of an inquisitive young girl and her reluctant best friend, a retired circus bear. INK Global represents the property worldwide in the broadcasting and licensing sectors, while Lisle International Licensing, which brokered the deal with Sambro, is the brand’s U.K. representative.

Nikki Samuels, the licensing director at Sambro, said, “We are delighted to be working alongside Lisle International Licensing to create a Masha and the Bear range across multiple categories, including arts and crafts, bags and stationery. We love the brand and its roots in traditional storytelling, which are given a completely modern take. Its success across the world is testament to the characters’ popularity and our designers will bring them to life with a collection of unique and innovative products.”

Claus Tømming, the director of INK Global, added, “I’m sure Sambro will do a great job with Masha and create some innovative and exciting lines that tie in with the originality of the brand. The show’s huge U.K. fan base ensures a ready market when product hits retail.”