Source: Animaccord

Animaccord’s Masha and the Bear is having a big fall in the UK.

The global hit debuts its fourth season — titled Masha’s Songs — today on Tiny Pop. The 13-episode season is a globe-trotting affair with each episode focusing on a specific country and its music, values, and culture.

Marketing efforts supporting Masha’s Songs include a Tiny Pop musical art competition featuring prizes from Smyths toy stores and Simba Dickie Group; and separate digital competitions on social media through Simba Dickie Group and Tactic. The Entertainer is stocking new Masha’s Songs caps in more than 170 of its stores.

On the licensing front, Lisle Licensing inked a new deal with the William Lamb Group for Masha and the Bear backpacks, school bags, and fashion bags for the UK. Additionally, Smiffys will develop branded costumes and accessories, tableware, paper decorations, party bags, and balloons for regions including the UK, Germany, Austria, Switzerland, and Iberia.