Italian producer, distributor and licensor Rainbow has appointed Adore as the new toy distributor in Turkey for its hit brand Winx Club, continuing the extension of the range of product at retail into new territories. Forming part of a global distribution plan, the new partnership will coincide with the launch of Winx Club season 5 and the release of new set of dolls.
Established in 1996, Adore is one of the top toy distribution companies in Turkey with existing partnerships including Lego, Bandai, Ravensburger, Revell and Sylvanian Families with national retail coverage of over 90%. Keen to move into the girls’ toy sector, the partnership with Rainbow on hit brand Winx Club will provide perfect synergy with the doll range. The campaign will start with distribution of the new Winx Club doll range in all key toy retailers across Turkey with extensive POS materials and promotions.
Onno van der Werken, SVP and General Manager Witty Toys BV says: “Winx Club is a key brand for us and we are excited to go into partnership with Adore on the promotion and distribution of Winx Club dolls as part of the launch campaign for season 5 and also for future product in Turkey.”
Esin Yürür, General Manager Adore Oyuncak says: “We are very happy and excited to extend our portfolio with Winx Club, a leading global brand in girls’ category. We believe that we will create and implement the best brand positioning for Winx Club in the Turkish toy market through this partnership with the leading Italian licensor Rainbow.”
Winx Club toys are currently distributed and ranked among the top five fashion dolls in more than 50 countries 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 a 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 www.Winxclub.com  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.
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 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 favorite spots in Magix and go on lots of exciting adventures.