Longtime business partners Playmates and Giochi Preziosi will split global distribution of a new collection of fashion dolls, accessories, role-play toys and playsets inspired by the new “Winx Club” series. Playmates will manage sales, marketing and distribution in North, Central and South America, Asia, Australia, New Zealand, the Middle East and South Africa; Giochi Preziosi will manage Europe and the U.K.
“Winx Club,” produced and distributed by the Rainbow Group, headquartered in Italy, celebrates its 20th year anniversary in 2024. When “Winx Club” debuted in 2024, it introduced a world of magic, friendship and courage. Created by Iginio Straffi, the series follows the journey of Bloom, a teenage girl from Earth who discovers that she is a fairy with extraordinary powers. As she enrolls in the Alfea College for Fairies, Bloom forms the Winx Club with her new friends, embarking on countless adventures across magical dimensions.
“Winx Club” now spans eight animated seasons, three theatrical movies, four made-for-television movies, two “World of Winx” animated series coproduced with Netflix, two seasons of a Netflix Original live-action series “Fate—The Winx Saga” and a robust merchandising program. The “Winx Club” community has generated over 20 billion views of “Winx Club” content on YouTube and more than 35 billion views of “Winx Club”related videos on TikTok.
“We are honored to be at the forefront of this exciting new chapter,” says Georgia Manolas Walker, vice president, marketing, Playmates Toys. “The enduring legacy of ‘Winx Club’ is a testament to the timeless appeal of its stories and characters. We look forward to unveiling a spellbinding range of products that captures the adventure, friendship, and magic that ‘Winx Club’ represents.”
“We are very excited about this new chapter of the ‘Winx’ saga," says Jay Visconti, chief strategic officer, Giochi Preziosi Group. “Having worked hand in hand with Rainbow since the very first launch in 2004, we are fully aware of the appeal such an amazing brand/franchise has on consumers. We are sure that also this time ‘Winx’ will be a global success.”
“The Winx are returning stronger than ever, and I am grateful to once again collaborate with Netflix, the ideal partner to bring any IP to global audiences,” says Iginio Straffi, creator, “Winx Club” and president, Rainbow. “It’s a thrill to work with our long-time friends and partners Giochi Preziosi and Playmates, and to create the best Winx toys ever for all our fans. I am also very excited that the collaboration with these esteemed partners will ensure a bright future for a powerful ‘Winx’ comeback both on screen and at retail.”
