By Samantha Loveday
February 15, 2022
Rainbow has secured a deal with Giochi Preziosi to become the master toy partner for its latest animation, Pinocchio and Friends.
Giochi Preziosi will initially distribute the line in Italy, with a roll out strategy which will see action figures, dolls, play-sets and plush based on the show launching from next autumn.
The company will also have the option of extending the agreement to other European countries (and beyond) where it is already established.
Giochi Preziosi will be investing significantly in the development of the new line, as well as in marketing and communication activities to support the launch and raise brand awareness.
“We are thrilled to collaborate with Giochi Preziosi, a historic partner and Italian reference point for almost half a century in the toy sector,” commented Rainbow’s founder and ceo, Iginio Straffi. “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, colour and fun to the daily lives of our children.”
Enrico Preziosi, chairman of Giochi Preziosi, continued: “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.
“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.”
Pinocchio and Friends debuted on Rai Yoyo last November. It is also due to land in the UK this year thanks to a partnership with BBC and CBeebies, before continuing overseas to Discovery Kids Latin America.