Giochi Preziosi Named Master Toy Partner for ‘Pinocchio and Friends’

Toy line inspired by the TV series will be on shelves this fall.
License Global

February 14, 2022

Iginio Straffi's "Pinocchio and Friends” characters
Iginio Straffi's

Rainbow and Italian toy company, Giochi Preziosi, have signed a partnership for the master toy line inspired by Iginio Straffi's animated show, "Pinocchio and Friends.” 

“When I came across this opportunity, I didn't hesitate – it's always a pleasure to create product lines inspired by the great tales of our cultural and literary tradition, as well as to work with Italian companies such as Rainbow, with whom Giochi Preziosi has been building and consolidating solid partnerships for years now,” says Enrico Preziosi, chairman, Giochi Preziosi. “I really appreciated Iginio Straffi's take on the great classic 'Pinocchio.' I think it is a contemporary, funny, ironic and educational series; it reinterprets tradition in a modern key, without losing the charm and core values of the original version.” 

Giochi Preziosi will initially distribute the line in Italy with a rollout strategy that will bring action figures, dolls, playsets and plush toys based on the show to the shelves starting next fall,

with the option of extending the agreement to other European countries and beyond.  

"We are thrilled to collaborate with Giochi Preziosi, a historic partner and Italian reference point for almost half a century in the toy sector," says Iginio Straffi, founder and chief executive officer, Rainbow. "Developing together the toy line for a series full of inspiring features like Pinocchio and Friends is a great opportunity and will bring a touch of freshness, color and fun to the daily lives of our children.” 

The partnership signed with Giochi Preziosi is part of a broad development plan for the consumer products sector inspired by the show, with licensees already confirmed including Mondadori, Ravensburger, Dolfin, Fashion U.K. and Ciao.

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