Giochi Preziosi picks up Pocoyo for Italy

Company becomes master toy distributor, with new product planned from spring.
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Zinkia and Bandai have appointed Giochi Preziosi as the master toy distributor for pre-school brand Pocoyo in Italy.

A wide range of products is due to launch from the spring, including traditional and feature plushes, figurines, vehicles and activity toys.

Pocoyo has proved popular since airing on Italian state broadcaster RAI 2 from March 2010 and RAI Yoyo since 2007. The series, co-produced by Zinkia and ITV Studios Global Entertainment, reached a 26 per cent share on RAI 2 and 18 per cent on RAI Yoyo.

Rai Trade is currently working on closing a number of licensing agreements in Italy. The brand has over 150 licensees worldwide.

"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 and learning through laughter," said Dario Berté, MD and CEO at Giochi Preziosi.


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