ITALY: Giochi adds Pocoyo

Firm is appointed master toy distributor for the property; New product line to be unveiled 2011.
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Zinkia and master toy licensee, Bandai, have appointed Giochi Preziosi as master toy distributor in Italy.

An extensive range of Pocoyo branded products is due to be released in Italy by Giochi Preziosi from spring 2011, including traditional and feature plushes, figurines, vehicles and activity toys.

Rai Trade, which specialises in managing licensee agreements in Italy is currently closing a number of deals in order to establish a nationwide network of agents.

Fernando de Miguel, managing director and CEO of Zinkia said: "This is an important deal which gives Pocoyo strong brand visibility in the Italian market.

"If figures are similar to the success we’ve enjoyed in Spain, we could be selling over 2.5 million toys in Italy and achieving strong commercial growth."

Dario Bertè, managing director and CEO of Giochi Preziosi, commented: ‘We’re delighted to be involved in promoting the Pocoyo brand in Italy because it is a quality property which advocates curiosity and fun, encouraging children to interact with the characters, learning through laughter."

Jose Antonio Vargas, president of Bandai Europe, added: "Italy is a key market for Pocoyo and Giochi Preziosi is the perfect partner to have on board to handle toy distribution.

"Pocoyo has a proven track record in other international markets and results should be strong in Italy.’

Carlo Nardello, CEO of Rai Trade, concluded: "Pocoyo has captured the imagination of toddlers, children, parents and carers in Italy and looks set to be a major hit.

"Potential licensees are responding positively to the brand and figures for 2011 look very promising."

Worldwide distribution rights for Pocoyo in Italy, Spain, Portugal and Latin America are handled by Zinkia, with rights for the rest of the world handled by ITV Studios Global Entertainment.

Since airing on Italian state broadcaster RAI 2 from March 2010, and kids’ channel RAI Yoyo since 2007, Pocoyo has reached a 26 per cent share and an 18 per cent share of the audience, respectively.

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