Rainbow pushes Winx brand in global tour

Italian producer taking brand on tour to promote new toy line.
Publish date:

Rainbow is making a range of activities across Europe for its leading brand Winx Club, following the successful launch of the fifth season of the animated TV show and its fashion doll range at retail.

In the US, season five of Winx Club has reached audiences of up to 2.5 million viewers on Nickelodeon and the dolls are best sellers in Toys R Us.

In Russia, Winx is currently the number one best-selling doll. in France, Winx Club has more than five dolls in the top 20 best sellers; in Italy, the dolls are in the top three; and in Benelux the recently launched new dolls have already sold out.

The Italian producer, distributor and licensor is using the popularity of the new season and has several key initiatives planned for the property from now until Christmas this year and early 2013.

Focusing on the theme of ‘The Underwater World’, there are a series of live events planned inside some of Europe’s largest aquariums.

From October to December there will be a major consumer event in Turkey where there will be real sculptures of the Winx inside the aquarium and activities for kids, with similar event roll-out planned in France, Portugal, Spain and the Czech Republic in 2013.

The Winx Club live shows are continuing across Europe including a Russian Winx on Ice, a Winx concert in Portugal and several mall events in Italy, Brazil and in the Nordic regions planned for this year.

In a new deal, Rainbow has signed an agreement with MSC Cruise company to launch ‘The Winx Cruise’ featuring activities especially deisgned for kids based on the new series of the show. The cruise will be available through travel agents from March 2013 and will sail in France, Spain and Italy.

This news follows the appointment of new licensing agents for Winx Club across Europe, the Far East and Middle Eastern markets.

Bettina Koeckler, SVP and general manager of global consumer products at Rainbow, said: “We are thrilled to be working with our partners across Europe to roll out several new live events and consumer initiatives for Winx Club to coincide with the highly anticipated launch of season 5. We look forward to more children experiencing The Winx Club through these new deals and the continued popularity of the dolls.”

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

There have been more than 10 new doll collections planned for 2012, inspired by the fifth season 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.

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