Toy market news

Giochi Preziosi named master toy partner for Pinocchio and Friends

The Giochi Preziosi toy line inspired by the new animated TV series will be on shelves from autumn 2022

Rainbow and leading toy company, Giochi Preziosi, have signed a partnership for the master toy line inspired by Iginio Straffi’s latest animated hit Pinocchio and Friends. The show is already airing daily on Rai Yoyo and has been very well received since launching.

Giochi Preziosi will initially distribute the line in Italy with a roll-out strategy that will bring action figures, dolls, play sets and plush toys based on the show to shelves starting next autumn. The agreement gives the company the option of extending the agreement to other European countries and perhaps even further afield, where it is already well established thanks to the wide international reach it has enjoyed for years.

Giochi Preziosi says it will invest significantly in the development of the new Pinocchio and Friends line, as well as in marketing and communication activities to support the launch and raise brand awareness.

The show is an original adaptation based on Carlo Collodi’s timeless classic and created in high quality CGI animation. Aimed at an audience of 4–7-year-olds, Pinocchio and Friends is a series full of adventure, comedy and values conveyed by characters and events faithfully taken from the fairy tale as well as new and exuberant characters such as Freeda, the pirate doll co-starring with Pinocchio.

The partnership signed with Giochi Preziosi is part of a broad development plan for the Consumer Products sector inspired by the show, with licensees already confirmed including Mondadori, Ravensburger, Dolfin, Fashion UK and Ciao.