Italian producer, distributor, and licensor Rainbow has partnered with Mattel for toy rights to its new girls’ property and animated television series Mia and me.

The television series was developed and co-produced by Lucky Punch, Rainbow, March Entertainment, and ZDF and is jointly distributed worldwide by m4e and Rainbow. The show is a hybrid of live action and CGI animation aimed primarily at girls ages 5-8. More than 50 territories globally will launch the first season of 23-minute episodes this year.

In this fantasy adventure, twelve-year-old Mia finds herself hurled into the mystical world of Centopia, where she becomes an animated fairytale elf. Meanwhile, she is trying to fit in at her new school in her real life. A licensing program is underway for the property with a number of international licensing partners, including Panini, Unilever Germany, Belltex, Clementoni, Schmidt Spiele, and Egmont. Consumer products will be available this summer.

This post was originally written by Ali Mierzejewski and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.