TOTAL LICENSING
A colorful ray of success for
Rainbow and its properties at
Licensing International Expo’09
Rainbow is approaching Licensing International Expo distributed in Italy in a month and now a Eu-
2009 with important news: great licensing successes ropean launch planned for Fall 2009
for its hottest properties, Winx Club and Huntik, and with television advertising support.
exclusive previews of its latest new brands: Poppixie • Panini figurines (approximately 10
and Maya Fox. million stickers sold in Italy) will be
launched in Europe this September.
Winx Club reaffirms its appeal with the new Se- • Upper Deck Trading card game
ries 4 (a further 26 episodes making a total of launched in April 2009 worldwide, with
104) to launch in Europe from October 2009. A marketing activities planned for fans as premier
new well-structured licensing strategy is in place with tournament calendars in Europe throughout 2009.
many fashionable style guides, as well as new dolls and
the launch of DVDs, publishing, back to school, apparel Rainbow is also proud to announce new powerful brands:
and many other merchandising categories. TV series Poppixie (52 episodes x 13 minutes)
which will be launched in 2010, and the
With regards to Fashion Themed Dolls, Maya Fox property.
Winx is maintaining No 1 in Italy (NPD
March 2009) with the ‘Winx fairy doll’ Poppixie is a television show with
in both unit and value. In Eu- great appeal. It is rich in comedy
rope, it is steadily holding and adventure which effective-
its place among the Top 5 ly creates identification for
most sold. This leadership a cross-target that includes
role is to be increased via families, teens and, of course,
Rainbow’s marketing plans the 6 to 12 year old target
for the launch of the new Fash- market.
ion Dolls, linked to the fourth Sea-
son. Many collections will launch each The main characters are the
www.winxclub.com
month throughout Europe, starting from already-famous Pixies (created
Fall 2009 with a huge television adver-
www.huntik.com
from the Winx second series) which
tising campaign. The product is no longer boast licensing successes: an impressive
Huntik
distributed centrally but is now distributed TCG list of 25 licensees are already on board in
locally through national leaders in the toy Italy ready to roll-out products from books to ap-
industry such as Simba (Germany), Smoby parel to stationery. Many fashionable and
(France), Bizak (Spain). This allows there cute characters, each of which has its own
to be better control in each market. unique characteristic, will encourage fans
to collect them all. This is a new property,
To complete the plan, the first Winx MMO designed for licensing to the extent that
Game is already in the Italian market and Bandai, a number 1 in the toy industry has
Winx MMO Game
will be available throughout Europe in the Fall already signed the Master Toy License and is
2009. A sort of ‘second life for teens’ will involve creating a rich line of products for 2010.
teens and increase the number of fans who visit
In conclusion, Maya Fox is the most recent creation of
the website
www.winxclub.com to over the 26
Rainbow SpA. The property was created as a publishing
million mark.
property – Maya Fox, the Last Predestined, and is a month-
ly magazine together with a successful novel, published in
With regards to boys’ properties, Huntik-Secret and
Italy by Mondadori and coming soon to Europe through
Seekers (52 episodes) also boasts great results in licensing:
other leading publishing companies. Maya Fox is a brand
from publishing to home video. The launch will continue
new fashion property, targeted at young women, based on
during Fall 2009 with clothing, back to school collections
bringing ‘thrills and fashion’ together.
and, last but not least,…. toys.
Here are just some of Huntik’s recent successes:
• 3D collectible figurines: 85% of sales for 1 million pieces
www.mayafox.com
www.poppixie.com
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