The global expansion of Masha and the Bear continues with the debut of a new U.S. brand store on Amazon.

Animaccord, the international licensing company and studio behind the animated cartoon, launched the store with an assortment of licensed toys, books, bedding, and more, with additional products and categories set to debut later this year. Among the forthcoming items is a range of customizable Masha and the Bear merchandise created utilizing Amazon’s in-house print-on-demand service.

Previous Amazon collaborations include store launches in Germany, the UK, and India. Animaccord expects additional brand stores to be launched later this year for fans in Latin America and the rest of EMEA territories.

The company is looking forward to the holiday season, with marketing support planned throughout the year and into Christmas. Among the tools planned are a series of animated commercials for Masha’s licensees.