The direct-to-retail deal, brokered from the company's Moscow office, will see more than 20 Ice Age 3 products going on sale in 1,500 X5 stores, the biggest retail group in the country. This will tie in with Fox promoting the movie and the subsequent DVD sales.

Kidz has also signed a deal that will see "Fifi and the Flowertots" broadcast in a key children's slot.

"Russia is a big priority for us over the next few years," says Tømming. "Licensing has huge potential there purely because there is virtually no brand heritage—Russians did not grow up with familiar brands in the way that people did in the West so it's something of a blank canvas. Nobody knows what will make it big there."

"You have to understand the unique trading conditions that exist in Russia and I'm lucky in that we have an excellent Russian team who have offered me invaluable advice and assistance," says Tømming. "You can't just treat Russia like any other market. I'm there to reassure people that we have a real commitment to Russia and that we are there for the long-term. It's been a very rewarding experience so far and I'm confident that we will be bringing more deals to the table very soon."