The fast food network known as “Tasty – period” is rolling out a fresh line of kids toys inspired by the beloved animated series “Masha and the Bear.” This update comes through statements gathered by RIA News from the company’s press service, signaling a playful addition to the brand’sKids offering for young diners in North America. The initiative aligns with the chain’s broader strategy to blend entertainment with quick service meals, creating a family-friendly experience that resonates with young fans and brings families back for more visits.
According to the chain, the new line will be part of the “Kids Combo” and designed to delight the restaurant’s youngest guests. The collection features ten unique toy figures, each with its own interactive element. Children who press Masha’s hand will see an ice cream portion swell, the Bear will reveal a honey barrel, and both the Wolf and the Hedgehog will surprise with animated eye movements. The toys are crafted to encourage imaginative play and to turn a regular meal into a mini-adventure, extending the dining experience beyond the bite-sized items on the menu.
Alongside the toy assortment, the brand is introducing an online game based on the same animated world. The digital experience is designed to complement the physical toys, offering a cohesive entertainment ecosystem for kids that integrates with the brand’s app and delivery platform. This approach aims to engage families on multiple fronts, reinforcing loyalty while providing convenient, entertaining options for home consumption as well as in-restaurant dining.
The company also touched on its ongoing brand strategy in the context of a broader market conversation in Russia and beyond. While noting that no immediate changes to core recipes are planned for flagship items, the statement emphasized a continued commitment to delivering consistent quality. The brand’s leadership outlined a focus on maintaining recognizable flavor profiles that appeal to a broad customer base, while exploring ways to keep menus fresh and exciting for repeat visits. This stance sits amid a competitive landscape where consumer preferences shift and where many multinational quick-service players recalibrate their offerings in response to evolving tastes and regional preferences.
Looking ahead, analysts and observers are watching how the brand’s play-driven approach will resonate with families in North America. The integration of physical toys with digital games and a mobile ordering workflow offers a seamless customer journey from first touch to purchase. By blending tangible collectibles with interactive online content, the chain hopes to create memorable moments that translate into repeat business and stronger brand affinity. The strategy also reflects a broader trend in the quick-service sector toward family-centric experiences that combine value with entertainment, especially in the post-pandemic era where parents seek efficient, engaging dining options for children.
In summary, the launch of the Masha and the Bear toy collection marks a deliberate step by the chain to expand its Kids offering while leveraging popular animation IP to attract families. As the toys become available at all locations and through delivery and mobile ordering, they serve as a tangible reminder that dining out can be part of a multi-faceted, kid-friendly experience. The online game will further amplify this experience, providing an additional layer of engagement that complements in-store play and digital adventures. The company’s messaging keeps the focus on quality, consistency, and a continuing commitment to delivering enjoyable, family-oriented moments that extend beyond a single meal.