Having developed the Winx Club brand, Rainbow SpA is now turning its attention to new girl's property, PopPixie.
The concept for PopPixie was born from the characters being introduced in the second series of Winx Club. TV ratings in Italy went up dramatically with the characters' appearance, with the merchandise also selling through strongly.
In 2007, the 11cm Pixie Doll was the number one best selling fashion themed doll and the number two best selling girls back to school property. In addition, Ferrero Rocher has sold six million PopPixie kinder eggs in the last two years.
The magazine is also a strong seller - it notches up 60,000 copies every month in Italy alone, plus another 100,000 in Russia. A TV series featuring the characters is now being created.
Bandai is on board as the master toy partner, with the firm developing action figurines, plush and play-sets among other items.
Rainbow SpA is also developing a publishing programme, including short novels, activity books, character books and a gadget book. A number of other licensees are also on board including Mirtillo, Carel, Leomil and Stamatis.