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Rainbow Signs New Deals for 'Winx Club'

Leading Rainbow property “Winx Club” gets new international toy distributors.

Press release from DDA Blueprint:

LONDON, UK -- Italian producer, distributor and licensor Rainbow has appointed a number of new toy distributors for its leading brand Winx Club, extending the range of product at retail into new territories.

With Winx Club toys currently distributed and ranked among the top five fashion dolls in more than 50 countries worldwide, new partners on board are Bizak in Spain, Universal Trends in Germany, Cotiplas for Brazil; Emway for Indonesia; Tisak for Croatia and OFY for Serbia.

The property is already a hit across all continents and will have strong presence in the Nordic and Benelux territories, South Africa, Israel, Bulgaria, Thailand, Korea and Singapore this coming fall.  

Bettina Koeckler, SVP and General Manager Global Consumer Products at Rainbow says: “Winx Club is a key brand for us and these new partners all have excellent track records in distributing product in their local territories. We are excited to take new product to consumers worldwide.”

Winx Club dolls are produced for the worldwide market by Witty Toys, part of the Rainbow Group, except in North America, Australia and New Zealand and UK where Jakks Pacific is the master toy licensee producing and distributing the dolls.

There are more than 10 new doll collections planned for 2012, inspired by brand new season 5 of Winx Club which is currently in co-production with Nickelodeon. The dolls will represent key elements of girls play: fairy play; fashion play and hair play.

Highlighting Rainbow’s 360° approach to their brands, the toys will be linked to the TV show and digital media. Each doll will be linked to a code that will allow children to download special content related to their specific doll via the website.

Each collection, created by Witty Toys, will also come with a range of local marketing and advertising initiatives including TV promotions implemented by the distributor, ensuring maximum exposure for the brand in these new territories.

Onno van de Werken, SVP and General Manager of Rainbow’s Toy Division says: “We are very excited to be entering three key European markets: Germany, Benelux and the Nordic countries. These are major territories for us as they are leaders at retail for fashion dolls. This new range sees us taking a new approach to our expanding brand, encompassing online and social media, offering our consumers exclusive additional free content and materials.”

Winx Club is a global hit for Rainbow. It continues to be one of the most popular TV shows worldwide and is also a hit at retail worldwide. Aimed at 4-12 year olds, there are over 104 TV episodes and four TV movies on air in more than 130 countries. Season 5, a co-production with Nickelodeon is currently in production and it will launch globally this Fall 2012.

Winx Club has 365 licenses and billions worth of merchandising at retail worldwide across all categories and is proving to be a major 360° brand across digital, publishing, home entertainment and live events. 

In Winx Club, Bloom is an ordinary girl who discovers she's actually a fairy with extraordinary powers! She learns to use her magical powers at the finest school in all the realms, the Alfea School for Fairies. Together, with her friends, they study hard in school, hang out at their favourite spots in Magix and go on lots of exciting adventures.