Rainbow Group unveiled new plans for its Winx Club brand in China, including a theme park and consumer product program.

The plans to launch the brand in China were announced as part of a special business forum between Italy and China that took place at the Great Hall of People in Beijing earlier this month.

The event, which was aimed at strengthening the cooperation and business collaboration between the two countries, included a number of high officials including the Prime Minsters of both Italy and China. Rainbow was selected to participate in the business forum because of the many business plans it has for the region.

In a recent deal, Rainbow is planning to feature the characters of its Winx Club brand at a cultural industry theme park being developed by a CCTV-associated company in Haining. 

The theme park deal marks the first step in a long-term collaboration between Rainbow and CCTV, with additional products in the pipeline including the broadcast of “Winx Club” on the CCTV children’s channel and the creation of an animation academy for local talent.  

The theme park will feature a dedicated Winx Club area with attractions, rides and experiences including Rainbow-produced 5D Winx Club roller coasters and movies.

The TV series will be aired in Mandarin beginning this year and plans are also underway to launch three Winx Club full-length movies in China soon.

Rainbow Internazionale, the Hong Kong-based subsidiary of Rainbow Group Italy, will roll out a comprehensive licensing program covering apparel, publishing, fashion dolls and more.

Rainbow is also committed to cultural development, and plans to help to create a proprietary Chinese animated character IP that will be based the country’s rich culture and history.

“We are delighted and honored to be part of this important business forum, which comes at an important time for the Winx Club brand in China,” says Iginio Straffi, founder and chairman, Rainbow Group. “The arrival of Winx Club in one of the world’s biggest markets is not only an important event from a business perspective. It is also an opportunity to spread the magic of Winx Club to a whole new audience.”