Simba Smoby, the European master toy partner for Animaccord Animation’s preschool series Masha and the Bear, is partnering with Toys “R” Us in a deal that will see the retailer sponsor the show’s airing on UK preschool net Cartoonito every day until September 16.

To kick off the partnership, Turner-owned Cartoonito aired a weekend marathon of Masha and the Bear that featured a series of 10-second on-air idents sponsored by Toys “R” Us and created by Turner Broadcasting’s in-house creative team.

Cartoonito has also launched an online competition with Toys “R” Us to give away Masha and the Bear-themed prizes. Kids can enter to win toys and playsets on the Cartoonito website.

Russia’s Animaccord Animation Studios produces (and owns) the animated series that follows the mischievous Masha and her best friend Bear, as she seeks out adventure and he tries to keep her out of trouble.

Turner’s UK sales team worked with UK-based Generation Media to broker the agreement.