Rainbow has secured a master toy licensing deal, in the UK and Eire, with Flair GP for Iginio Straffi’s reimagined animated TV series of the children’s classic, Pinocchio and Friends.
The series – which launched on CBeebies at the end of May – has got off to a strong start, with early indications showing that its audience is growing week on week.
Flair GP will concentrate on a roll-out strategy that incorporates mini figures, dolls, play-sets and plush toys, bringing the series to life for fans from 2023.
“I am delighted that we have partnered with Flair GP to bring the wonderful wooden puppet, Pinocchio, to life with children across the UK,” commented Cristiana Buzzelli, svp content and licensing at Rainbow. “We have already received great feedback since launch and are looking forward to exploring all licensing possibilities.”
Julia Cake, country manager at Flair GP, continued: “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 colourful adaptation to children in the UK, through the innovative toys and figures in the collection.”
Flair GP will work closely with Rainbow and will also have the support of its UK licensing agent, Lisle Licensing, by investing in the UK-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.