Mavka: The Forest Song was distributed in 150 countries, dubbed into 32 languages and grossed $21 million worldwide. This unprecedented success turned Mavka into a global hit. With Tetiana Ruban and Iryna Kostyuk, we find out more about the future of the animated franchise deeply rooted in Ukrainian folklore.
I know you’re now working on a series with TeamTo, right?
Iryna Kostyuk: Yes, we’re working together on a 3D show. The series will serve as a prequel to the feature, targeting 6-12 children. In each of the 24 episodes, Mavka and her friends, Swampy the Kittyfrog, Hush the Noise Keeper and the Nymphs will go through unexpected, fun and sometimes perilous adventures. While attempting to take care of their home, they explore it and uncover a large number of secrets. We’ll also introduce new characters: the ‘frivolous’ Tumblewind, the new villain Chuhai and a male character, Flameflyer.
Could you touch on the Mavka Stage dancing experience and the Mavka Residence in Kyiv? How did you work on licensing the IP?
Tetiana Ruban: In about two months after the movie’s release in theatres, the Mavka Dancing show embarked on a tour of Ukraine’s 18 largest cities. It was a live show featuring the same main characters taking part in a new adventure. There were air acrobats, dancers and immersive activities.
The Residence of Mavka opened in one of the major family leisure locations last summer and ran until autumn. It was a themed space with key locations from the movie, where animators set up fun activities for kids. This year, the Residence of Mavka 2.0 is set to open in early June with additional outdoor activities. As the Dancing Show and Residence of Mavka were important pieces of content for the brand, we worked with Stage Show Company, a division of FILM.UA. Besides, we had a number of licensed space branding and entertainment partnerships. In 2021, our largest retailer Silpo opened a flagship supermarket in Kyiv themed with the Mavka Universe. In 2022, they launched a national Mavka-themed loyalty campaign. Mavka Cake, a themed confectionery café, was launched before the premiere. Lviv Croissants, a chain of restaurants with 170 bakeries in Ukraine and 11 in Poland, ran a complex restaurant promotion with Mavka for 11 months.
The Mavka Themed Waterpark in Bukovel resort in the Ukrainian Carpathian Mountains is set to open this summer. Guests will dive into the IP’s atmosphere through space decorations, themed names, music and mascots. The waterpark spans 18,000m2 and hosts seven pools, eight water slides and a large spa center. On the ground floor of the complex, there’ll be the first Mavka brand store.
What’s next for Mavka and her fans?
I.K.: We’re happy to announce that we’ve started the development of a live-action film, titled Mavka. This project expands our exploration of Ukrainian mythology, presenting a fresh perspective on our beloved character. While the animated film introduced Mavka as the Soul of the Forest and Guardian of its Heart, our live-action film will provide a deeper insight into the origin of the mythological Mavkas, known for their vengeful, mysterious and thrilling nature. However, amidst the eerie portrayal, our film will skillfully balance Mavka’s darker traits with her inherent goodness. And, of course, we won’t overlook the captivating romantic subplot. This new endeavour promises to offer a more mystical experience tailored for a slightly older audience, particularly young adults.
