Spielwarenmesse: How children's tv series from Russia conquer the toy license market

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Wie Kinderserien aus Russland den Lizenzmarkt erobern

20. February 2017 / Licenses

How children's tv series from Russia conquer the toy license market

from Francesca Ash /  Show comments

Whilst the Russian retail market took a hit over the last couple of years, licensing in terms of children’s properties continues to grow. Here, a toy market with more than 22 million children under the age of 14 can be expected.

The Russian toy market is now growing again, largely thanks to the success of a combination of home-grown and international properties that have taken the market by storm. According to NPD, the most popular brands in Russia are international giants Star Wars, Peppa Pig and Disney Princesses followed by home-grown Masha and the Bear and Robocar Poli from South Korea.

In terms of the studios of course Disney continues to lead the way with significant success through Star Wars and the Disney Princesses which have been particularly popular. Nickelodeon Viacom Consumer Products is also increasing its presence in the market with products including the Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Dora the Explorer and Paw Patrol.

Masha and the bear

Masha and the bear are popular worldwide

With outstanding animation quality, humorous content and educational values, Masha in particular has translated into international markets like no other Russian-originated brand. The show is translated into more than 25 languages and shown in over 100 countries with licensees the world over quite literally producing thousands of licensed Masha products.

Examples of success include Danone in Russia who reported a 13 percent increase in sales when they launched Masha-branded product and Ferrero who sold more than 37 million Kinder Milk slices so-branded with Masha in the Russian Federation. Bringing the story up to date, there is a third Masha series currently in production and the property is set to take the important US market by storm.

Russian Youtube heroes on toys and products of everyday life

Moonzy (Luntiks) is also hugely popular with more than 3,000 licensed products. With 472 episodes of 4.5 minutes and more than 5 billion views on YouTube, licensed ranges include over 120 different magazines and 597 books selling 17.5 million copies.

The property is managed by Melnitsa who also manages another popular children’s property The Pooches. This comprises of 172 animated episodes of 4.5 minutes each aimed at children aged five to twelve. There have been more than 3 billion views on YouTube and the property currently has more than 1500 different licensed products ranging from toys to confectionary, books, bed linen, sporting goods, mobile apps, stationery and live performances. Melnitsa also handle Bogatyrs, the full length animated film based on Russian folklore heroes.

Riki Group’s Smeshariki (Kikoriki in International markets) has been a major success story for many years now with an impressive portfolio of animated episodes together with full length features. The most recent movie - Kikoriki Legend of the Golden Dragon - debuted last spring supported by a number of licensed agreements. These included a real life quest game for children and their families where consumers find themselves in a setting where they have to find a magic tool to save one of the Kikoriki characters. The game is managed by international ‘quest’ company Claustrophobia.

In conclusion, the Russian market is showing significant signs of growth both in home-grown properties which dominate categories such as back to school and stationery and internationally known brands which dominate the toy sector.

Learn more about the russian toy market and popular licenses for toys at the Kids Russia in Moscow.


Author of this article:

Francesca Ash, Total Licensing

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