Denmark-based Ink Global, which recently merged with the Arabian Licensing Company, has tapped UK-based toy manufacturer Sambro to make Masha and the Bear arts & crafts, bags and stationery products for the UK market.

Thanks to the deal brokered by Lisle International Licensing, Sambro joins a growing list of UK licensees for the Russian IP, including Simba Dickie Group, Egmont, Clementoni, TV Mania, PMS International and Procos.

The CGI-animated preschool series from Animaccord Studios, which has a US Netflix deal and Spin Master on board as North American master toy partner, follows the adventures of inquisitive young girl Masha and her reluctant circus bear best friend.

Ink Global represents the property globally for broadcasting and licensing, while Lisle International Licensing reps the brand in the UK.

Masha and the Bear is currently also Turner-owned UK preschool channel Cartoonito’s number-two-rated program behind Fireman Sam and boasts more than three million views on YouTube in the UK.