Toy market news

Rainbow signs master toy licensing deal with Flair GP for ‘Pinocchio and Friends’

Deal includes mini figures, dolls and plush in the U.K. and Eire

Rainbow has signed a master toy licensing deal in the U.K. and Eire with Flair GP, a licensed toy distributor and developer, for Iginio Straffi’s reimagined animated TV series of the children’s classic, “Pinocchio and Friends.”

The series launched on the BBC’s free-to-air flagship children’s channel, CBeebies, at the end of May. Flair GP will concentrate on a rollout strategy that incorporates mini figures, dolls, playsets and plush toys, bringing the series directly into the hands of its young fans beginning in 2023.

Flair GP will work with Rainbow and with the support of its U.K. licensing agent, Lisle Licensing, by investing in the U.K.-specific toy lines and supporting the launch with marketing outreach to raise brand awareness. Communications and consumer events are being managed by Rainbow’s long-term PR partner, Grapevine PR.

“Pinocchio and Friends” launched in 2021 in Italy on Rai Yoyo and secured master toy partner, Giochi Preziosi, which is due to launch products on shelf this fall. In addition to its U.K. launch on CBeebies, the series will also premiere on Discovery Kids Latin America this year. Licensing partners confirmed for Italy and the U.K. include Kennedy Publishing, Fashion UK, Ravensburger, Mondadori, Dolfin, Ciao, Dino Bikes and more.