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Rainbow brings in Vertical Licensing to boost 44 Cats in Brazil

Partnership secured for agency to grow preschool brand across the territory.

Rainbow is continuing its relationship with Vertical Licensing, partnering with the company for the distribution of its new preschool show, 44 Cats, across Brazil.

The two companies have worked together since 2017 on girls’ brand, Winx Club. Vertical Licensing will now turn its attention to 44 Cats, building on the success of the TV series in the territory.

“We are thrilled to be working with 44 Cats in Brazil,” said Alexandre Volpi, ceo of Vertical Licensing. “We have been representing Rainbow properties since 2017, and we are now very excited about this new opportunity. The TV series is already a hit among Brazilian children and, with the second season to be released this year, the brand will be even more relevant for the kids target.

“We are confident that we will build a strong program for 44 Cats in our territory. Our plan is to have the licensed products hitting the shelves at the end of this year and beginning of 2021.”

Matteo Olivetti, sales director, global consumer products at Rainbow, added: “We are proud to be working with Vertical Licensing and look forward to bringing the enthralling energy of our brand to Brazil.”

44 Cats follows the daily adventures of Lampo, Milady, Pilou and Meatball, four kittens who are part of a band called The Buffycats. The characters help others to find creative solutions to everyday hitches.

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