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Cartoonito & Toys “R” Us Partner for Masha campaign.

23 August 2016

Cartoonito and Masha and the Bear master toy licensee Simba Smoby have secured a deal that will see Toys “R” Us sponsor the animated series on the network until September 16.


For the weekend marathon of Masha and the Bear, which began on Saturday, August 20, at 8 a.m., a series of ten-second on-air Toys “R” Us-sponsored idents created by Turner’s in-house creative team aired across Cartoonito in the U.K. To further promote Masha and the Bear, Cartoonito will also run an online competition with Toys “R” Us to give away prizes inspired by the show, including play sets.


Andrew Mallandaine, Turner Broadcasting’s U.K. sales director, said, “We’re excited to be working with Britain’s biggest toy retailer, Toys “R” Us, to promote Cartoonito’s popular preschool series, Masha and the Bear. Cartoonito will feature sponsored Toys “R” Us content across our on-air and digital platforms to help further raise awareness for the series and encourage kids to enter our Masha and the Bear competition for a chance to win some brilliant prizes.”


Jim Proctor-Blaine, the head of marketing and licensing for Simba Smoby, commented: “I’m very happy to have worked with Turner and Toys “R” Us on this campaign. Masha and the Bear is a fantastic show, and hopefully more children will see it and enjoy it as a result of this activity. It’s also great to have the support of a leading retailer like Toys “R” Us on stocking our range of Masha and the Bear toys.”


Masha and the Bear follows the adventures of a mischievous little girl and her best friend, Bear. It will air every day on Cartoonito at 7:30 a.m., beginning today.