US: Rainbow names Auldey Toys as master toy partner for Regal Academy

European animation studio Rainbow has named Auldey Toys of North America as the US master toy licensee for its popular series Regal Academy.

Under the partnership, Auldey Toys, a subsidiary of The Alpha Group, will launch a full line of fashion dolls and playsets, spanning 14 skus across seven assortments.

The launch will be supported by a national TV and marketing, utilising the combined efforts of Rainbow and the Alpha Group.

An original animated television series, Regal Academy currently airs on Nickelodeon and follows the adventures of Rose Cinderella, the granddaughter of Cinderella as she enters the Regal Academy.

“We are excited to enter into this new category with Rainbow as our partner,” said Adrian Roche, president of Auldey Toys of North America.

“The Regal Academy line of dolls and playsets reflects the engaging story-telling, elegant animation style, rich colours and magical elements that can be seen throughout every episode.”

Cristiana Buzzelli, SVP sales and acquisitions, Rainbow, added: “We are thrilled to have Auldey Toys on board. The toy line is looking beautiful with good assortments for the initial launch.

“Regal Academy’s initial TV ratings so far have been very strong, so we are hoping for strong sales at retail. We are excited to be working with Auldey who shares our passion and vision for the brand, and together we can’t wait to bring the brand to life through great toys for fans of the show soon.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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