RAINBOW 25 Years rolling and roaring 44 Cats

RAINBOW

25 YEARS ROLLING AND ROARING 44 CATS

Rainbow builds on the success of its flagship brand with a blast of fresh news.

On air in over 100 countries and on the main streaming platforms, the latest animated classic born from the genius of Iginio Straffi and his team confirms its status of brand in constant growth. After a 2019 full of initiatives that saw Rainbow in the spotlight with the anniversary of 15 years since the birth of its world blockbuster Winx Club, the group is moving towards the end of 2020 with a crescendo of surprises. This year has also marked the milestone of 25 years on the market for Rainbow, and to open the celebrations the group chose the wonderful setting of the 50th Giffoni Film Festival, continuing with a series of truly ambitious multi-channel actions. The rampant success of 44 Cats has marked the year of the group, which launched the second season of the series on Rai Yoyo on March 2 and exceeded the peak of 1.6 million viewers per day in June. After the first 52 episodes shot the brand beyond national borders, the show continues to excite and promises to amaze with more new episodes. Among the news also a new character, Gattocarlo, the host cat inspired by Carlo Conti, one of the greatest Italian professionals of the show. On the licensing side, 44 Cats confirms the positive trend started in December 2019 as a preschool brand in first place in the toy’s category. Great anticipation for the Rainbow collection coming on shelves for Christmas 2020: the interactive plush toy Dancing Lampo, with the original voice and music from the TV series, and the interactive figurine Musical Milady, to have fun singing and recording voices with Milady. In addition to the prestigious licensees already confirmed, Rainbow has recently introduced some delicious news in collaboration with leading commercial partners. Casa Modena successfully launched the 44 Cats Teneroni Baby, San Carlo is ready to hit shelves with a new chips snack with 44 Cats surprises and Old Wild West has introduced 44 Cats surprise gifts with the purchase of the mini menus. The historic partnership with Ferrero goes on and after the success of Winx Club surprises for Kinder Surprise, 44 Cats will enter the deal. Sammontana as well is going to launch its 44 Cats themed ice cream sticks. In the fresh fruit sector 44 Cats is joined by global fruit company Peviani, to combine taste and health. On the wake of the 44 Cats Rock Show’s great success at Gardaland Resort, South Italy’s greatest theme park Etnaland is getting ready to host the 44 Cats House, a new indoor slow ride reproducing the house of the lovely Granny Pina.

Trade News: Prénatal, Toys Center, Simba Toys and the new Amazon Brand Store

Among the news for back to school, Prénatal confirms as one of the prestigious partners with a collection that debuted in stores throughout Italy and for which Rainbow has created dedicated displays and showcases in 41 selected stores of the brand. Also, from the apparel side, the new Bimbo Store capsule collection was accompanied by material dedicated within the entire sales network.

The fruitful collaboration with Toys Center keeps growing too, with actions supporting the brand like loyalty programs and much more under development for the winter season, including the launch of the brand 44 Cats store in the e-commerce section. In addition, selected stores will also display some special Rainbow features that will enrich the shopping experience. Among the fall/winter initiatives Rainbow promoted the normal trade operation dedicated to the world of toys in

Italian Food Blogger Benedetta Rossi together with 44 Cats partnership with Simba Italia, with a prize contest linked to the purchase of 44 Cats products, but the most remarkable news is the restyling of the Amazon Brand Store dedicated to the world of 44 Cats, the showcase that brings together all the products marketed by the various licensees, integrated with all the latest releases, to support the significant increase in sales volumes for all e-commerce channels.

A dynamic marketing plan: theater premieres, Pasta Competition and partnership with G! come Giocare digital edition

After the long months of lockdown, during which the online promo activities never stopped, Rainbow paid back the long wait of its fans with a series of live events exclusively for Italy in September, showing a world premiere of the new adventures of the series and surprising fans with a unique live experience. Returning to the fervent marketing campaign, 44 Cats is the protagonist of an exceptional partnership with the first content creator and most popular food blogger in Italy, Benedetta Rossi, who launched the Pasta Competition, a culinary competition organized by Italy’s most beloved cook with an exclusive video in the company of the protagonists of the series. The contest will take place in Italy, UK, Poland, Russia, Mexico and Brazil. An unprecedented contest for the little fans who, helped by moms and dads, will cook the favorite recipe of the protagonists of the TV show and get the chance to win special prizes. Finally, Rainbow confirms also for this year its participation as content partner in the new digital edition of Milan’s G! come giocare.