The global expansion for Rainbow’s Pinocchio and Friends continues this fall with a new toy line based on the series.
Giochi Preziosi inked a licensing deal with Rainbow to serve as the master toy partner for the CG animated series. Under the new agreement, Giochi Preziosi will create and market action figures, dolls, playsets, and plush toys based on the show. The international rollout begins in Italy before spreading across Europe and beyond.
“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,” says Enrico Preziosi, chairman, Giochi Preziosi. “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 airs on Rai Yoyo in Italy and will debut in the UK this year on the BBC’s CBeebies before making the international jump to Discovery Kids Latin America.
