It is the only production company in Italy able to complete all stages of animation production in-house, from concept and story boarding to final design and voice dubbing.
Its highly skilled production teams work out of Rainbow’s two state of the art studios in Loreto and Rome and the 3D animation is produced 100 per cent in-house in Rome.
With an award-winning team of directors, scriptwriters, artists, special effects and 3D designers, Rainbow has grown to be a leader for animated series and movies with proven licensing results. The last year has shown some impressive results for the company despite a general downturn in the economy, and some of its properties have even grown.
Iginio Straffi, CEO, comments: “On the contrary, the Winx Club brand has actually shown an increase of its market share compared to the past, despite the general downturn in the market revenues.
“This unusual result is most certainly due to the constant investment Rainbow pours into its properties, always creating new marketing activities to support the brand and the licensees throughout the year.
“Of course we have had to be careful to do business with financial stable and established companies and we are taking longer to collect some revenues, but overall our business keeps growing."
Going forward, the firm plans to continue to create multi-platform brands, which it believes is key in today’s market. Straffi again: “The market needs properties that cover all media platforms in order to create a successful licensing and merchandising business. This is what the licensees are looking for and what Rainbow manages to offer with their properties.”
Rainbow’s most successful property to date is Winx Club (104 half-hours in 150 countries), which has over 600 active licensees worldwide and has been broadcast in over 150 territories.
Straffi says: “Now in its fourth season, Winx Club is one of the most successful four to 12 year-old girl properties of all time. I believe the reason it became so successful is because girls can truly identify with the characters.
“Each character has its own specific personality that a child can connect with like Bloom, who is the passionate mysterious one, Stella is cheerful and optimistic and loves fashion, or Roxy determined and hot-tempered, yet a bit aloof, she has a special connection and power over animals. So there is always one of the fairies that the kids want to be like.”
And Straffi believes that this is a key formula for creating a successful property in the licensing industry. He explains: “Like with Winx, you have to create characters with whom the audience can and wants to identify with, that make them feel good about themselves and take them to a world of adventure."
As a firm that produces kids properties, Rainbow needs to create shows with an edge in such a competitive marketplace. Straffi continues: “When I make a series I try to remember what it was like when I was a child, what shows made my heart beat faster. I liked programs like the live action Tarzan or Zorro. These were shows that made me want to be a part of them, to live their adventure.”
Building on the success of the Winx Club, the firm will soon be announcing news about Russia, China and a theme park in Rome – but for now Straffi is keeping the details close to his chest.
Aside from that Rainbow is focusing on promoting PopPixie around the world in an effort to make it as successful as Winx Club. Also, the firm will be concentrating on its new teenage gothic publishing property, Maya Fox.