Bandai will be the European master toy licensee for the new show which will be launched on TV in Spring 2010. The Pixie characters were first introduced in 2006 in the second season of the worldwide TV show, Winx Club.
Iginio Straffi, founder of Rainbow Spa said: “As soon as the Pixies appeared on screen they instantly became popular with children, achieving excellent results both in terms of viewer numbers and product sales.
“For this reason I decided to bring these cute mini fairies to life and give them their own show and a licensing program tailor-made around the brand. Combining Bandai’s expertise in creative toy development and impressive distribution strength, we feel very confident this toy line will be very successful among children around the world.”
The PopPixie brand already enjoyed exposure in the Italian toy market in 2006 with the launch of a limited range of dolls. However, under the new deal, Bandai will produce a complete toy line including dolls, figurines, plush, and play-sets for distribution throughout Europe in autumn 2010.
José Antonio Vargas, president of Bandai Europe commented: “PopPixie is undoubtedly going to be a key brand for Bandai. We have been greatly impressed with Rainbow’s creativity, and are confident that the show will be very popular worldwide – which will consequently drive strong demand for the associated toy line.”
To date, PopPixie (52 x 15 mins) has been pre-sold to over 20 countries with the broadcasters list growing daily. The brand also boasts a list of 25 licensees already on board in Italy ready to roll out products from books to apparel and stationery in 2010.