Rainbow signs toy disties for Winx Club

Licensor extends retail product range into new territories including Germany and Spain.
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Licensed toys based on the popular TV show Winx Club will be heading to more countries worldwide, Rainbow has confirmed.

The Italian producer, distributor and licensor has just appointed several new toy distributors for its leading brand, including Bizak in Spain, Universal Trends in Germany, Cotiplas for Brazil, Emway for Indonesia, Tisak for Croatia and OFY for Serbia.

Winx Club toys are already ranked among the Top Five fashion dolls in over 50 countries worldwide. More than 10 new collections are planned for this year, including dolls that come with a code allowing children to download extra content using the Winx Club website.

The new doll collections are inspired by season five of Winx Club on TV, which is currently in co-production with Nickelodeon. The show is aimed at children aged four to 12 years old, and airs in more than 130 countries.

Each collection will also be backed by a host of local marketing and advertising initiatives including TV promotions.

Winx Club dolls are produced worldwide by Witty Toys, which is part of the Rainbow Group, except in North America, Australia and New Zealand and the UK. Jakks Pacific is the master toy licensee producing and distributing the dolls in the UK.

Rainbow’s SVP and general manager for global consumer products Bettina Koeckler said: “Winx Club is a key brand for us and these new partners all have excellent track records in distributing product in their local territories. We are excited to take new product to consumers worldwide.”

Onno van de Werken, SVP and general manager for Rainbow’s toy division added: “We are very excited to be entering three key European markets: Germany, Benelux and the Nordic countries. These are major territories for us as they are leaders at retail for fashion dolls.

“This new range sees us taking a new approach to our expanding brand, encompassing online and social media, and offering our consumers exclusive additional free content and materials.”

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