Giochi Preziosi Named Toy Master Partner for ‘Pinocchio and Friends’ • The Toy Book
Rainbow’s Global Expansion Pinocchio and his friends continues this fall with a new line of toys based on the series.
Giochi Preziosi has signed a licensing agreement with Rainbow to serve as the lead toy partner for the CG animated series. Under the new deal, Giochi Preziosi will create and market action figures, dolls, playsets and plush toys based on the show. The international rollout begins in Italy before expanding across Europe and beyond.
“When I had this opportunity I did not hesitate, it is 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 strong partnerships for years”, says Enrico Preziosi, President of Giochi Preziosi. “I really appreciated Iginio Straffi’s vision on the great classic Pinocchio. I think it’s a contemporary, funny, ironic and educational series; it reinterprets tradition in a modern key, without losing the charm and fundamental values of the original version.
Pinocchio and his friends airs on Rai Yoyo in Italy and will make its UK debut this year on BBC’s CBeebies before making the international leap to Discovery Kids Latin America.