Rainbow eyes toy firms for new Royal Academy brand

European studio and home of Winx Club aims to 'conquer girls' market with the UK being a key focus.
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Italian animation studio, Rainbow is looking to secure global toy partners for its new girls’ properties, Royal Academy and My American Friend.

The firm has revealed that the UK will be a key focus for this year, as it continues its plans to conquer the girls; market “the same way Marvel has done with the boys.”

New content, fashion lines and toys will lead the charge for the studio as it approaches the UK market with its flagship brand, Winx Club as well as its latest girls’ properties Royal Academy and My American Friend.

Royal Academy follows the adventures of Rose Cinderella in a revamped telling of some of the most iconic fairytales.

Studying at Royal Academy, Rose soon encounters a cast of classmates, including Hawk Snowwhite, Travis Beast, Pearl Rapunzel and violet LeFrog.

“We have extensive licensing plans lined up for this property and My American Friend,” Valentina La Macchia, head of licensing at Rainbow, told ToyNews.

“Firstly, we want to secure the master toy partner, then we can work on additional categories, and, as with Mia and Winx Club, ensure that these new projects are successful everywhere.”

Having secured over 500 partnerships with licensees and retailers across Europe and Asia, Rainbow is now focusing new efforts on cracking the UK, starting with locking down the right UK agent.

“We want to work with a company who is committed to the brand. We don’t just want people turning up with a catalogue to present Winx alongside other properties,” continued La Macchia.

“We need to build our brand up in the UK and we are looking for, and having conversations with, potential UK partners.”

Head of sales and co-production, Andrea Graciotti, added: “We want Rainbow to be for girls what Marvel is for boys. The UK is a big part of that.”


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