What Riki Group does

Riki Group is a Russian animation and brand-management company headquartered in Saint Petersburg, founded in 2003, that operates a vertically integrated 360-degree IP business around a portfolio of 15 proprietary children's animation brands — including Smeshariki/Kikoriki, Fixies, BabyRiki, PINCODE, Tina & Tony, Finnick, and Beardy Bodo — supported by 170+ hours of produced content. The company runs in-house animation studios, a captive licensing agency (Marmelad Media), publishing, digital platforms, branded retail stores, live events, and a music label, with a workforce of 501–1,000 employees.

The core product is animated content and characters, but the underlying asset is the IP itself, which is monetized through (i) licensing royalties from 200+ licensees across 80+ consumer-product categories in 100+ countries, (ii) production services and co-productions, (iii) branded merchandise and 30 dedicated retail stores, (iv) digital and gaming properties reaching 15M game users and 20M YouTube subscribers, (v) publishing, (vi) live events (12,500+ events, 86M cumulative visitors), and (vii) music publishing. Distribution extends to international markets including China (via a partnership with Alibaba Group for Tina & Tony) and Korea. Notable technology components include AR-enabled books and games, an adaptive-learning educational application, voice-assistant integration with Yandex Alice, computer-vision for AR play, and the proprietary SmAssetMan production-management system.

Customers are predominantly B2B licensees and retail partners (H&M, Huawei, Yandex, T-Bank, Danone, OZON, O'KEY among others), supplemented by end-consumer revenue through retail, events, digital subscriptions, and the new RIKI Family cross-brand loyalty program (launched September 2025). The business model is asset-light on production capital but IP-intensive, with revenue mechanics built on recurring royalties, co-production fees, and direct-to-consumer monetization across physical and digital channels.

Name

Riki Group

Legal name

OOO «Продюсерский центр «Рики» (Obshchestvo s ogranichennoy otvetstvennostyu «Prodyuserskiy tsentr «Riki»)

Website

https://riki.team

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Riki Group is a Russian animation company that owns and licenses 15 proprietary children's IP brands (including Smeshariki, Fixies, BabyRiki, PINCODE, Tina & Tony) through 200+ licensees, 30 branded stores, and distribution in 100+ countries.

Ownership category

akta.pro rank

Product category

Children's Animation and Brand Licensing

NAICS

Motion Picture and Sound Recording Industries (512), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Publishing Industries (513)

SIC

Services-Motion Picture & Video Tape Distribution (7822), Services-Allied To Motion Picture Distribution (7829), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Anime Production (MPADACAF)

akta.pro secondary industries

Miniatures & Figurines (Display/Collectible) (CRALAKAB), Graphic Design & Visual Content Production (BPAFAIAC)

Keywords

• Animation production
• Brand licensing
• Children's entertainment
• Character merchandising
• Media content creation

Headquarters

HQ city

Saint Petersburg

HQ country

Russia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Licensing and Royalties: Marmelad Media licenses Riki Group's animation brands (Kikoriki, Fixies, BabyRiki, PINCODE, Finnick, Tina & Tony, Beardy Bodo) to third-party manufacturers and retailers across 80+ product categories including food, apparel, toys, electronics, publishing, and more. Generates royalties from licensees. Over 200 licensees producing 10,000+ products.
2. Animation Production: Petersburg Animation Studio and Aeroplane Productions create animated series and feature films for Riki Group's own brands as well as for co-production partners. Revenue from production fees, co-production investments, and distribution rights.
3. Branded Merchandise Sales: Direct sales of licensed products through Riki Group's own branded retail (RIKISTORE.ru), franchise Kikoriki stores, and themed parks. Also generates revenue from product placement fees within animation content.
4. Digital Content and Gaming: New Media operates the Shararam multiplayer game (15M registered users) and the Sharfik messenger. 4 Screens manages 18 YouTube channels. Revenue from in-game purchases, subscriptions, advertising, and branded content partnerships.
5. Publishing: Umnaya Masha Publishing generates revenue from sale of magazines (Kikoriki, BabyRiki, Fixies), coloring books, educational books, interactive books, and AR books. Over 61 million book copies and 18 million magazine copies published.
6. Theme Parks and Events: Smeshariki Theater Studio organizes city-wide events, festivals, interactive shows, and themed park experiences. Revenue from ticket sales, event production fees, and brand activation partnerships with licensees.
7. Music Publishing (Riki Music): Riki Music label publishes music albums and singles from animation franchises. Revenue from streaming, digital sales, and music licensing. Notable releases include the Malyshariki 'Dreams and Fantasies' instrumental album.

Go-to-market motion5 records

Distribution channels8 records

Marketing channels11 records

Core offering

Riki Group is a Russian children's animation company that creates, produces, and licenses animated content through two in-house studios (Petersburg Animation Studio and Aeroplane Productions). It manages a portfolio of branded children's franchises including Smeshariki (Kikoriki), Fixies, BabyRiki, PINCODE, Finnick, Tina & Tony, Beardy Bodo, and DinoCity, distributing them to more than 200 countries. Beyond content production, the company operates a licensing agency (Marmelad Media), a publishing house (Umnaya Masha), digital gaming platforms (Shararam), mobile applications, themed e-commerce (RIKISTORE), music production (RIKI Music), and live themed events.

Product overview

Riki Group is a Russian animation company operating across the full media brand lifecycle — from original content creation through two internal animation studios (Petersburg Animation Studio and Aeroplane Productions), to publishing, digital platforms, music production, and licensing. Its product portfolio centers on a collection of animated franchises for children and families: the flagship Смешарики (Kikoriki) franchise with multiple feature films and spin-offs, the science-education focused Фиксики (Fixies) and ПинКод (PINCODE), the infant-targeted Малышарики (BabyRiki), the domovye (house spirit) franchise Финник (Finnick) with its detective series and sequel film, the international preschool series Тима и Тома (Tina & Tony), and newer brands like Бодо Бородо (Beardy Bodo) and ДиноСити (DinoCity). Beyond core animation, the group operates supplementary businesses including the RIKI Music label (producing soundtracks and albums including the July 2026 instrumental album and ZOLOTO film collaboration), the Umnaya Masha publishing house (books, magazines, AR books — 61M+ copies published), digital platforms (the Shararam multiplayer online game/social network, 18 YouTube channels under 4 Screens), branded mobile apps (Смешарики. Учимся читать with 1С, downloaded 340K+ times), free-roam VR games (with Другие Миры), the RIKISTORE e-commerce site, a loyalty program (RIKI Family launched 2025), and a comprehensive licensing operation through Marmelad Media (200+ licensees, 10,000+ products). The company works on a 360-degree brand management principle.

Differentiator

Problem solved

Functional benefit

Brands

• Smeshariki (Смешарики): Flagship Russian animated series for family audiences about round-shaped characters living in Kikoriki Land. 20+ years old franchise with multiple feature films.
• Fixies (Фиксики)
• BabyRiki (Малышарики)
• Finnick (Финник)
• PINCODE
• Tina & Tony (Тима и Тома)
• Beardy Bodo (Бодо Бородо)
• DinoCity (ДиноСити)
• Panda and Krash (Панда и Крош)
• Kikoriki
• Question Club (Клуб «Вопроосики»)

Products and services

• Smeshariki (Kikoriki)

Quantifiable outcome

• 1,000+ pre-orders and 70% of initial Brick Labs Smeshariki constructor print sold in 10 days
• +4 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature5 records

Partnerships

37 partnerships are on record, tiered major, minor and core.

• Brick LabsmajorOEM/ Whitelabel/ Licensing Partner · 1 August 2025Constructor brand Brick Labs partnered with Riki Group to launch Smeshariki-themed building sets and collectible figurines. Over 1,000 pre-orders received before launch; 70% of initial print sold in first 10 days. New sets planned for 2026. Products sold through Mir Kubikov retail chain.
• Вкусно — и точка (May 2025)majorGTM or Marketing Partner · 1 May 2025Second major campaign: Smeshariki plush toys (Krosh, Nusha, Ezhik, Barash, Losyash, Sovunya, Bibi) sold out in just days across the restaurant chain's 900+ locations in Russia.
• МэрчminorOEM/ Whitelabel/ Licensing Partner · 1 April 2025Bryansk-based fashion brand released limited T-shirt collection featuring Smeshariki in Russian artistic styles (lubok and Palekh miniature). First story of Smeshariki transformation into national artistic motifs. Sold out collection.
• CHERYminorGTM or Marketing Partner · 1 January 2025Automotive brand CHERY announced Smeshariki partnership beginning in late 2024.
• SELAminorOEM/ Whitelabel/ Licensing Partner · 1 January 2025Apparel brand released first limited collection with Smeshariki characters as part of winter 2025 line.
• BefreeminorOEM/ Whitelabel/ Licensing Partner · 1 January 2025Fashion brand released limited New Year collection with Smeshariki characters in November 2025 under the Co:Create project. Second capsule collection following earlier success.
• SMM / VKminorGTM or Marketing Partner · 1 January 2025VK social network and Riki Group launched the SMI Shariki children's media project and various social media activations to celebrate Smeshariki's 20th anniversary.
• МТС МедиаcoreStrategic or Co-development Partner · 1 January 2025МТС Медиа and Riki Group agreed to jointly produce children's content. Fixies integration into MTS children's services began in October 2024.
• Детский МирmajorOEM/ Whitelabel/ Licensing Partner · 1 January 2025Детский Мир and Riki Group announced major new partnership in November 2025 for children's products. Earlier editions included plush toys and apparel with Smeshariki characters.
• О'КЕЙcoreGTM or Marketing Partner · 1 November 2024Federal New Year promotional campaign (November 2024 – January 2025) across 77 hypermarkets in 6+ Russian cities. Included branded gifts, stickers, and glow-in-the-dark tattoos with Smeshariki. TV, radio, outdoor, and social media campaign with 59M+ reach and 1M+ participants.
• Вкусно — и точкаmajorGTM or Marketing Partner · 1 September 2024Fast food chain ran two major promotional campaigns: Fixies transformer toys in Kids Combo meals (September 2024) across 900+ restaurants, and Smeshariki plush toys (May 2025) which sold out in days. Combined campaign reach exceeded 136 million people with viral UGC content.
• WONDER LABcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2024Updated kids' cosmetics collection with Fixies characters — liquid soap, shampoo, bath foam, body wash — redesigning existing top-selling SKUs. Distributed in Magnit, Detsky Mir, Lenta, O'KEY, Golden Apple, Auchan, and other major retail chains.
• BunglyminorOEM/ Whitelabel/ Licensing Partner · 1 January 2024Russian children's clothing brand launched capsule collection (Spring-Summer 2024) with Beardy Bodo characters. 30+ items for ages 1–7. First collaboration with an animation brand for Bungly. 50% sold in first month; T-shirts sold out in 6 days.
• St.Friday SocksminorOEM/ Whitelabel/ Licensing Partner · 1 January 2024Designer sock brand released limited mismatched sock collection featuring Beardy Bodo characters and Morph characters. Sold through St.Friday's official online store.
• Два МячаminorOEM/ Whitelabel/ Licensing Partner · 1 January 2024Footwear brand launched second collection of Smeshariki-themed sneakers in 2026.
• ФК ЛокомотивminorGTM or Marketing Partner · 1 January 2024Smeshariki became official partner of FC Lokomotiv Moscow football club in July 2024.
• Дептранс Москвы / Московский транспортminorGTM or Marketing Partner · 1 January 2024Moscow transport authority released Troika travel cards with Smeshariki, Fixies, Finnick, BabyRiki, and Beardy Bodo characters. Also launched a themed Smeshariki subway train.
• CMNIXcoreChannel Partner/ Reseller/ Distributor · 1 August 2023Korean distributor CMNIX will localize the Beardy Bodo project and provide its presence on major Korean platforms (KT Olleh, SK BTV, LG U+, Skylife, Tving, Naver wavve, and others). Also handles social media promotion in Korea.
• Danone (Растишка)majorOEM/ Whitelabel/ Licensing Partner · 1 July 2023Joint dairy product line 'Растишка' with Smeshariki characters: yogurts, cottage cheese, jelly. 21 SKUs, 17 flavors. AR experience and virtual masks on packaging. Available in Russia, Kazakhstan, Belarus.
• T-Bank (Тинькофф)majorGTM or Marketing Partner · 1 January 2023Educational project SMI 'Shariki' (online newspaper) for children to develop critical thinking. Smeshariki-themed children's debit cards. Brand recognition up 16%, ad recall up 45%, account openings up 20%. Won bronze at E+ Awards 2024 in Children's Marketing category.
• PaninicoreOEM/ Whitelabel/ Licensing Partner · 1 January 2023Panini released sticker album and 174 unique stickers celebrating Smeshariki's 20th anniversary. Includes mega poster, 20-year timeline, QR codes linking to episodes. Sold in supermarket magazine sections and major online marketplaces.
• Яндекс (Яндекс Станция Лайт)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2023Limited edition Yandex Station Light smart speaker with Smeshariki characters. Voice quest game with Alisa AI assistant integration. Price 4,990 rubles. Available at Detsky Mir and Yandex Market.
• ПФК ЦСКАminorGTM or Marketing Partner · 1 January 2023Professional Football Club CSKA Moscow announced Fixies partnership in 2023.
• Warner Music RussiacoreChannel Partner/ Reseller/ Distributor · 1 January 2023Warner Music Russia began partnership with Riki Group for music distribution and promotion, primarily through Riki Music label. Continued from 2021.
• Blink Inc. (Korea)coreChannel Partner/ Reseller/ Distributor · 1 January 2023Tina & Tony licensing agent for South Korea. Launched on KAKAOKIDS, LG U+, SKBtv, LEFTEL platforms. Entered top 10 highest-rated international projects on Daekyo NoriQ channel. Agency manages publishing, food, clothing, cosmetics, toys, and creativity kits categories.
• IDS Borjomi Russia (Святой Источник)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2022IDS Borjomi Russia's children's water brand 'Спортик' launched limited edition bottles with Fixies characters. Included SPORTIKIADA contest with AR game, prizes including smartphones and smartwatches. Part of IDS Borjomi's portfolio alongside Borjomi.
• OZONmajorStrategic or Co-development Partner · 1 January 2022Full integration of Ozon into the Finnick feature film (March 2022) and Detective Finnick animated series (December 2022). Created mascot Ozi (domovoi character) for Ozon, appearing in 13 of 26 first-season episodes. Full product line (backpacks, stationery, plush toys, clothing) under Ozi brand.
• 1СcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2022Software company developed mobile educational app 'Smeshariki. Learn to Read' for children 4+. Based on methodology by child development experts from Moscow Pedagogical State University. 340,000 downloads, 4.5 average user rating.
• НМГ КинопрокатcoreChannel Partner/ Reseller/ Distributor · 1 January 2022НМГ Кинопрокат partnered with Riki Group for Finnick 2 film teaser presentation in February 2025.
• H&MmajorOEM/ Whitelabel/ Licensing Partner · 1 April 2021H&M's first eco-friendly collection with a Russian animation brand. 100% cotton (organic and recycled). Fixies characters on clothing for boys and girls. Available in Russia, Belarus, Kazakhstan and on hm.com. Launched April 27, 2021.
• HuaweicoreOEM/ Whitelabel/ Licensing Partner · 1 January 2021HUAWEI MatePad T 8 and T 10 children's tablets with Fixies branding and parental control features. Available from August 2021. Prices: 12,990 rubles (T8) and 14,990 rubles (T10).
• Sola MediacoreChannel Partner/ Reseller/ Distributor · 1 January 2021Sola Media became partner for international distribution of the Finnick animated feature film.
• Яндекс GomajorStrategic or Co-development Partner · 1 October 2020'Children's tariff' taxi fleet with 800 branded Smeshariki cars in 5 cities. Safety education AR series 'Azbuka bezopasnosti', audio podcast 'Poekhali', and AR QR code game. First major multi-format project with Yandex. Brand support for Smeshariki Season 5 relaunch in 2019.
• Gulliver GroupcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2020Strategic toys partnership for DinoCity animated series. Extended in November 2022 with Симбат Тойз taking over as strategic toy partner for DinoCity.
• Alibaba Group / Youku KidsmajorStrategic or Co-development Partner · 1 January 2018Strategic partnership with Alibaba Group to jointly produce three seasons of Tina & Tony. Youku Kids platform distribution in China. Also launched promotional campaign for Tina & Tony in China. Signed memorandum of understanding in 2018.
• Shout! FactorycoreChannel Partner/ Reseller/ Distributor · 1 January 2016American media-holding Shout! Factory signed agreement for Riki Group content distribution in the United States.
• 4 ScreenscoreChannel Partner/ Reseller/ Distributor · 1 January 20114 Screens is Riki Group's subsidiary managing 18 YouTube channels for children's content (ages 0–14). Handles production, distribution, advertising, and brand promotion across YouTube and other web platforms. YouTube Certified Partner.

Scale indicators18 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Rovio Entertainment: Finnish mobile gaming and IP company behind Angry Birds. Comparable in the mobile-first character-IP-to-games arc, though at a more concentrated (single-franchise) scale than Riki's multi-brand portfolio.

Direct peers

• Wizart Animation: Russian animation studio behind The Snow Queen franchise with global theatrical releases. Comparable as a Russian animation production house focused on feature films and international distribution rather than series-based IP.
• Animaccord Animation Studio: Russian animation studio producing international kids series such as Be-be-bears and Mirmik. Comparable as a Russian animation IP creator pursuing international broadcast licensing and merchandise partnerships.
• Moomin Characters: Finnish character IP company managing the Moomin franchise globally. Comparable as a long-running character IP owner with multi-category licensing, theme parks, theatrical releases, and consumer products across many markets.
• Soyuzmultfilm: Legendary Russian animation studio with deep content library (Cheburashka, Prostokvashino). Direct peer in Russian animation production, brand IP licensing, and public-facing theatrical releases; comparable scale of owned IP and licensing infrastructure.
• Sanrio: Japanese character IP company built around Hello Kitty and a portfolio of character brands. Directly comparable business model of character licensing, multi-category consumer products, and multi-decade IP stewardship.
• Toonbox: Russian animation studio behind the globally distributed Masha and the Bear franchise. Directly comparable to Riki Group as a Russian-headquartered animation IP owner pursuing international licensing, YouTube-native distribution, and a 360-degree brand management model.

Broad incumbents

• CTC Media: Major Russian media holding operating TV channels, digital platforms, and content production. Broad incumbent in the same Russian media ecosystem with overlapping children audience monetization, though CTC is not animation-IP-specialized.
• DreamWorks Animation: Major US-based animated film and series studio with global distribution and broad consumer products licensing. Broad incumbent providing context for the upper end of scale and reach in the global animation industry that Riki aspires to compete with internationally.
• Nickelodeon (Paramount): Global children's entertainment division of Paramount offering animated series, consumer products, and digital platforms. Broad incumbent competing for children's attention, screen time, and licensee relationships in every market Riki operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/riki
• Facebookfacebook.com/team.riki.team
• LinkedInlinkedin.com/company/animotionmediagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Riki Group