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France Takes Lead with PopPixie

Rainbow's "PopPixie" has made its debut on France 3's Mon Ludo. Ratings have increased each week, making encouraging news for product partners. Rainbow's chief executive officer Iginio Straffi, tells License! Global, "The performance of 'Po

Rainbow's "PopPixie" has made its debut on France 3's Mon Ludo. Ratings have increased each week, making encouraging news for product partners. Rainbow's chief executive officer Iginio Straffi, tells License! Global, "The performance of 'PopPixie' so far has been very positive, and it has all the signs of becoming a hit. The ratings on France 3 have gone up every week, which should encourage all our other broadcasters. It is also good news for our master toy partner, Bandai. We believe that PopPixie can achieve the same success as Winx Club."

Bandai toys launch widely into French retail in October. Ferrero already has sold 12 million PopPixie Kinder eggs, and the magazine sells 60,000 and 100,000 copies a month in Italy and Russia, respectively. Other licensees include Mirtillo (apparel, Italy), Carel (apparel, France), Leomil (footwear, France, Spain, Portugal, Nordic) and Paglieri (hair accessories, Italy). BTS and stationery will be with Paxos (Greece, Germany), Josman (Spain), Artimbal (Portugal) and Tennessee (France). TV launches are scheduled across the EMEA region for 2010 and 2011.

The pixies and the other characters in their home of Pixieville lend themselves seamlessly to collecting, fashion, accessories and toys, and Rainbow is looking for partners to extend a brand that already has made a strong start.

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