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Brand Building from All Media
Rainbow’s strategy to create and careful planning have es-
and establish brands from all tablished the IP Winx Club
media, has been colourfully as a leader among all girls
illustrated in many success- properties…
ful territories where focus
By pulling together key assets such as
• TV (78 half hour episodes) – showing on over 100 broadcast stations
• Home Video – over 5 million copies sold
• Publishing – over 10 million copies sold etc. Over 100 publishing titles
and growing.
• Website - Local language internet site (www.winxclub.com currently in
13 languages)
The careful and detailed production of the Winxclub animation series has
helped create a merchandising powerhouse as every new series of Winx
Club contains new fashions, styles and trends that talk directly to the young
fans. The internet also plays a big role… delivering information directly to
the Winx fan. Rainbow runs surveys and questionnaires online and uses this
data to cater directly to fans. These efforts have led the www.winxclub.
Behind the scenes – Pixie
com website to host over 2.5 million visitors per month with a dedicated
subscription fan base of 1.5 million Winx fans between the ages of 6 – 16.
Pixie first appeared in the 2nd season of Winx Club TV
Series and was an instant hit! Following this success,
Pixie now has its own monthly magazine launched in
May with sales reaching 80,000 copies! It’s no sur-
prise that Rainbow has begun production on the Pixie
animation series scheduled for launch in 2008. You’ll
soon be seeing these cute, stylish and sweet Pixies on
many products as licensing is already taking off with
products ranging from back to school to publishing.
All bets are on the Pixies being just as huge as Winx
Club….
By building strategic alliances and partnerships to help push the brand into
Got your license yet?
the spotlight, Rainbow has created a phenomenon never before seen in Eu-
rope and around the world. The founding of these key assets, and a detailed
brand management strategy, play a huge role in the Winx Club success and
why it has become the hottest selling license in all European territories in
less than two years with merchandising sales in the territories reaching
$1.5 billion at retail with over 500 licensees with a focus on local territory
partners.
Rainbow’s success is based on creating dreams for
children basing the animation on glamour, style and
details. Creating the best, most beautiful and most exciting products
around the brand, secures its success.
All this success has led Rainbow’s team to push even harder to sustain the brand in
mature markets This push has created a new venture, Rainbow CGI. 120 CGI anima-
tors are housed at the Rainbow CGI studio in Rome working day and night to meet the
deadline for the release of the WINX CLUB MOVIE due out at cinemas in Italy, Holland,
Turkey and France later this year. With a $30 million USD budget, the 85minute, full CGI
production is one of the biggest CGI productions ever undertaken in Europe.
The NPD retail data proves that Winx Club has a huge share of all licensed products,
creating the biggest licensed brand in Europe, the no. 1 license in Italy with over 40%
market share, beating all other strong licenses such as Spiderman and Winnie the Pooh.
Winx Club is the no.1 best selling fashion-themed doll in Europe, overtaking all the clas-
sic doll brands.
Rainbow S.p.A. Via Le Brecce, 60025 Loreto (AN) Italy. Ph: +39 07175067500 Fax: +39 07175017690 - www.rbw.it
Contact: Ms Francesca Barigelli - francesca.b@rbw.it
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