Soyuzmultfilm expands from animation to toy production with Prostokvashino success

Soyuzmultfilm, Russia's renowned animation studio, is venturing into toy manufacturing. The company plans to establish its own factory in the Moscow region and has already released a pilot batch of a Prostokvashino-themed construction set.

The studio reported revenue of 2.5 billion rubles in 2021. Now, it aims to expand by producing toys locally within the next three to five years. The first product, a construction set based on the popular Prostokvashino series, is already on the market.

The new set is expected to capture 30% of sales in its category within the first two months. To support this growth, Soyuzmultfilm is exploring partnerships, including possible joint ventures. However, no further details about additional production sites or similar projects by other major Russian studios have been made public.

The factory's location in the Moscow region will serve as the main hub for production. While the studio has not announced further expansion plans, its focus remains on bolstering domestic toy manufacturing.

Soyuzmultfilm's foray into toy production signals a shift from animation to tangible goods. The Prostokvashino construction set's early success indicates strong demand. If the factory meets its targets, the studio could become a significant player in Russia's toy market within a few years.