Style guides and look book created to support global CP strategy focusing on teenage girls and twenty-something female audience.
Rainbow Group has launched a new global licensing and marketing strategy for the brand extension of its international hit series, Winx Club, targeting young adults.
Originally broadcast in 2004, Winx Club’s original fans are now young men and women in their 20s, who continue to follow the series and engage of social media platforms.
Rainbow’s in-house design team has created a variety of differing style guides and a look-book to support its global strategy for consumer products focusing on teenage girls and the 20-something female audience.
Initial specific focuses will be on fashion, accessories, beauty and make-up.
To support the new young adults’ consumer products strategy a variety of marketing, PR and digital activities will aim to ensure the engagement of both evergreen fans, as well as new audiences worldwide.
In addition, the cooperation with Netflix and the timing of the successful launch of Fate: The Winx Saga, aligns with the new young adult CP strategy.
The exclusive Netflix original live action adaptation of the animation series, which is produced in collaboration with Rainbow, launched on the streaming service in January. Within six weeks of launch, it has already been commissioned for a second season.
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