Bandai adds to licensed portfolio

Samantha Loveday

By Samantha Loveday

May 6th 2009 at 6:27PM
Bandai adds to licensed portfolio

Firm to be European master toy licensee for Rainbow SpA's new property, Pop Pixie.

Italian animation firm Rainbow SpA has chosen Bandai to be the European master toy partner for its new TV show, Pop Pixie.

The series is due to kick off in spring 2010, with the brand having already enjoyed success in the Italian toy market with the launch of a limited edition range of dolls back in 2006. Bandai's line will include dolls, figurines, plush and play-sets, all available through Europe from autumn 2010.

The Pixie characters were first introduced in the second season of Winx Club, another Rainbow SpA property.

To date, the new show has been pre-sold to over 20 countries worldwide, while there are 25 licensees on board in Italy ready to roll out products in the apparel, publishing and stationery categories in 2010.

"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," explained Iginio Straffi, founder of Rainbow SpA. "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."

José Antonio Vargas, president of Bandai Europe, added: "Pop Pixie 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."