Turkey: Adore appointed Winx Club toy distie

Firm will distribute licensed doll range to retailers in the country; signs deal with Rainbow.
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TV studio and licensor Rainbow has assigned Adore distribution duties in Turkey for the toy range based on the popular Winx Club show.

The partnership coincides with the launch of Winx Club season five this autumn and the launch of a new doll line. The show is a hit with the four to 12-year-old girl demographic and is on air in over 130 countries.

Adore was set up in 1996 and is one of the top toy distribution companies in Turkey. It has partnerships with Lego, Bandai, Ravensburger, Revell and Sylvanian Families, with national retail coverage over 90 per cent. Winx Club marks Adore’s moving further into the girls’ sector.

Winx Club dolls are produced and distributed by Jakks Pacific in the UK, North America, Australia and New Zealand. Witty Toys, part of the Rainbow Group, is producing the dolls for the rest of the world. There are more than 10 new doll collections planned for 2012.

Winx Club season five is a co-production with Nickelodeon. The Winx Club property has 365 licences and billions worth of merchandising at retail, says Rainbow.

Onno van der Werken, SVP and general manager for Witty Toys BV said: “Winx Club is a key brand for us and we are excited to go into partnership with Adore on the promotion and distribution of Winx Club dolls, as part of the launch campaign for season five and also for future product in Turkey.”

Esin Yürür, general manager at Adore Oyuncak added: “We are very happy and excited to extend our portfolio with Winx Club, a leading global brand in the girls’ category. We believe that we will create and implement the best brand positioning for Winx Club in the Turkish toy market through this partnership with the leading Italian licensor Rainbow.”

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