Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
July 6, 2022
Rainbow has signed a master toy licensing deal in the U.K. and Eire with Flair GP, a licensed toy distributor and developer, for Iginio Straffi’s reimagined animated TV series of the children’s classic, “Pinocchio and Friends.”
The series launched on the BBC’s free-to-air flagship children’s channel, CBeebies, at the end of May. Flair GP will concentrate on a rollout strategy that incorporates mini figures, dolls, playsets and plush toys, bringing the series directly into the hands of its young fans beginning in 2023.
Rainbow’s reimagining of the children’s novel launched in late 2021 on Italy’s Rai Yoyo, and quickly became the leading show on the channel. The comical family series is an original adaptation based on Carlo Collodi’s classic and created in high-quality CGI animation. “Pinocchio and Friends” is a series full of adventure, comedy and strong values portrayed through characters and events that remain true to the original fairy tale; it also includes new characters such as Freeda, the pirate doll who becomes a great friend to Pinocchio and brings further richness to the revitalized adaptation.
“I am delighted that we have partnered with Flair GP to bring the wonderful wooden puppet, Pinocchio, to life with children across the U.K.,” says Cristiana Buzzelli, senior vice president, content and licensing, Rainbow. “We have already received great feedback since launch and are looking forward to exploring all licensing possibilities.”
“The story of Pinocchio is one that is much loved by young and old alike, and we very much look forward to partnering with Rainbow and Lisle Licensing to bring the characters of this new colorful adaptation to children in the U.K., through the innovative toys and figures in the collection,” says Julia Cake, country manager, Flair GP.
Flair GP will work with Rainbow and with the support of its U.K. licensing agent, Lisle Licensing, by investing in the U.K.-specific toy lines and supporting the launch with marketing outreach to raise brand awareness. Communications and consumer events are being managed by Rainbow’s long-term PR partner, Grapevine PR.
“Pinocchio and Friends” launched in 2021 in Italy on Rai Yoyo and secured master toy partner, Giochi Preziosi, which is due to launch products on shelf this fall. In addition to its U.K. launch on CBeebies, the series will also premiere on Discovery Kids Latin America this year. Licensing partners confirmed for Italy and the U.K. include Kennedy Publishing, Fashion UK, Ravensburger, Mondadori, Dolfin, Ciao, Dino Bikes and more.
Rainbow is exhibiting at Brand Licensing Europe 2022. Find out more info here.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like