A new deal will see GP produce Huntik action figures, role play and play-sets for the UK, Europe and Russia.
The new 26-episode series of Huntik will debut in Italy this autumn and Giochi Preziosi will spearhead the merchandising programme with a well timed back to school range.
The hefty $10 million investment shows Rainbow is focused on conquering the tricky six to 12 boys market with the animated adventure series.
Now the 100 per cent owner of the show rights, Rainbow is buoyed by having Giochi Preziosi on board and “are completely committed to ensuring the success of the Huntik brand.”
Marketing and cross-promotion will be provided by Huntik themed rides attractions at the yet-to-open Rainbow Magicland Theme Park in Rome, including the first 4D attraction in Europe, Dark Ride, as well as an exhibit at MIPTV featuring artwork and illustrations from the production of the series.
GP has the credentials to make the branded toys a success, having handled the merchandising for Winx Club – the equivalent six to twelves girls show has proved a huge hit in Italy and across mainland Europe.
“We are delighted to enter yet another partnership with Giochi Preziosi for Huntik, Secrets and Seekers. This series is an extremely important brand for Rainbow, with huge potential and we are confident that Giochi Preziosi will, once again, contribute to make our property an international success,” said Iginio Straffi, founder and CEO of Rainbow SpA.