Russian prodco Animaccord has joined forces with UK toy retailer The Entertainer on a new campaign for its animated preschool series Masha and the Bear.

Running through the month of April, the campaign will see branded POS displays as well as interactive meet and greet events featured in The Entertainer’s UK locations. The initiative will also include a number of online activities, including social media contests with prizes from Animaccord partner Simba Smoby Toys.

The Entertainer collaboration follows a previous partnership in fall 2017, which Animaccord credits for nearly tripling sales of Simba Dickie Group’s Masha-branded toys in the UK. The agreement comes as Masha and the Bear continues to launch live and location-based brand extensions. For example, a recent deal with Impronta Designers will bring the animated series to children’s rides at amusement parks, family hotels and shopping malls in Italy.

Masha and the Bear debuted on UK free-to-air kids channel Tiny Pop in December, and the toon is also available in the territory on Netflix, Cartoonito and Boomerang.