Industry News

Major Italian theme park to open massive new Masha and the Bear area

25 Jul - 2018

Tags from the story: Masha and the Bear.

Maurizio Distefano Licensing welcomes launch of 10,000m2 attraction at Leolandia.

Maurizio Distefano Licensing (MDL), which manages licensing for the Masha and the Bear brand in Italy and Switzerland, has announced the arrival of a new themed area – the only one in the world – devoted to the wildly popular children’s characters at Leolandia, Italy’s most popular kids theme park.

This brand-new setting, massively expanding the Masha and the Bear area first opened in 2016, will be the largest area the park has ever created exclusively for any character, and remains the first and only theme park area inspired by the funny and delightful stars of the globally successful animated show.

Masha and the Bear has been a particular success in the Italian market, which is certainly reflected in the size and scope of the new area. It will cover over 10,000 m2 and offer seven occasions of great fun for children and their families.

Vroom, a themed roller coaster specifically designed for children, will be a major highlight. With its 350 meters track and height of seven metres, it will allow even very small children to feel the excitement of riding on a real roller coaster. Vroom is based on an episode of Masha and Bear in which they help their friend the Penguin to find his way back home by using a toy plane, a story that will be narrated to children the waiting line by woodland animals.

The adventures will continue in front of Masha’s house, in a courtyard hosting a water playground, with sprays of water, slides and splash pads. And that’s not all: children can play and jump from one water lily leaf to another in Bear’s garden and pond and try out the towers and bridges of the adventure playground, while their parents take a break in a number of relaxing green areas.

Established attractions will, of course, continue to have a major role in the new area. They include the Farm Theatre, where our heroes will star in one of the most popular shows at the park, Canta e Balla con Masha e Orso (Sing and dance with Masha and the Bear), meet fans and pose for photos with them. Two shops and a refreshment point make up the rest of this major new development.

With its many attractions for all ages, including a rich entertainment offering and themed areas like The World of Animals and Minitalia (a miniature Italy), Leolandia has been confirmed in 2018 as the most beloved park in Italy, 8th in Europe and 23rd in the world in Tripadvisor’s Travellers Choice ranking.

The new Masha and the Bear area of Leolandia forms part of a broad development plan the park is undertaking to continue enhancing its offer to families and their children.

Maurizio Distefano, President, MDL, said: “Leolandia Masha and the Bear area has brilliantly captured the charm and fun of these much-loved characters for a number of years and the park has excelled itself with this new development. I am sure Leolandia’s new themed Masha and the Bear area will be massively popular with families all over Italy.

I am particularly proud to present to the public this new incredible area, unique in the world. – commented Giuseppe Ira, President of LeolandiaThe park has contributed to the growth of Masha and Bear brand in Italy since 2016, when we created together with Animaccord the first project dedicated to the cartoon that became a global success, and with “La Foresta di Masha and Orso” the path taken with a strongly pioneering soul continues, keeping on to anticipate and to meet the wishes of guests with an entertainment of the highest quality.

This initiative further expands the reach of the Masha and the Bear brand, whose growing popularity at Leolandia, and in licensing and promotion generally, reflects the popularity of the series – now in its third season – with Italian families. Repeat showings and new episodes are greeted with enormous enthusiasm by big audiences on both DeA Junior and Rai YoYo.

So popular is the brand that two spin-off series – Masha’s Tales and Masha’s Spooky Stories – have been created. Episodes of these three shows are also available to mobiles, PCs and tablets, and streaming on Infinity, a dedicated YouTube channel and the official Masha and the Bear Facebook page.

The success of the property is also reflected in a popular live show and, of course, a thriving licensing campaign; Masha and the Bear remains one of the most sought-after licenses in the children’s market.

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