LICENSING NEWS

Masha and the Bear Season 5 comes to UK’s Tiny Pop channel

Published on: 12th November 2021

The premiere will be followed with a digital Christmas advent calendar and marketing campaigns including competitions with partners such as Simba and Tonies.

International animation studio and entertainment company Animaccord recently launched Season 5 of its popular children’s show, Masha and the Bear, on free-to-air children’s TV channel Tiny Pop.

The new season is now being shown twice daily on Tiny Pop, before and after school. Animaccord’s new educational musical project, Masha and the Bear: Nursery Rhymes, in which Masha sings beloved nursery rhymes to help toddlers tap into and develop their hidden talents, is also now available to watch on demand anytime on the POP Player app.

Tiny Pop has also extended its rights for Masha’s Tales, Masha’s Spooky Stories and Masha and the Bear Season 1.

In addition to media launches, a series of B2C activities have been scheduled across the UK, including a collaboration with Away Resorts. Competitions have been arranged through online media and local influencers supported by Animaccord’s key partners in the region, such as Simba, Tonies, William LambGroup and more.

There will also be a special offline-promo event to generate buzz around the Season 5 release, plus a re-run of the Christmas digital advent calendar campaign after last year’s successful debut; this time, it will involve even more licensee partners and even greater retail integration.

Masha and the Bear recently reached the milestone of hitting 100b views worldwide on YouTube.

The property has also achieved over 1m years of watch time and accounts for 1,000 YouTube views per second. The show is rapidly expanding its audience; in the last year, the Masha and the Bear English YouTube channel has more than doubled its subscribers, now encompassing over 28m loyal viewers.

The cartoon also leads other global rankings as well. From January to August 2021, the series held onto its spot as the No. 1 show for pre-schoolers and No. 2 for children worldwide, behind only SpongeBob SquarePants, according to a Parrot Analytics report.

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