44-45_Rainbow Group.qxp_NEW LSB 2008 GRID 30/07/2021 12:06 Page 1
IN CONVERSATION WITH... RAINBOW GROUP
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ne of the biggest challenges for any evergreen brand is to also remain contemporary. For the Winx Club brand - which was originally created as an animated series back in 2004 – its ability to adapt over the years and remain relevant is also one of its greatest strengths. Brand owner Rainbow is now in the enviable position of enjoying a strong fan base across both animation – which targets a younger audience – and live action, which is currently a hot pick with the teen and young adult demographics on Netflix. “Winx has been innovative since its very beginning,” Cristiana Buzzelli, svp content and licensing at Rainbow Group, explains to LSB. “Values such as
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LICENSING SOURCE BOOK EUROPE 2021
Inset: Values such as girls’ empowerment and diversity have always been the DNA of the Winx brand, says Rainbow.
It’s a major girls’ franchise which has successfully crossed demographics and generations, and now Winx Club is charming audiences on Netflix with its new live action series. LSB chats to Rainbow Group to find out how the licensing and merchandise programme has adapted alongside the programming, and why further growth is on the cards. Left: Cristiana Buzzelli, svp content and licensing, Rainbow Group.
girls’ empowerment and diversity have always been the DNA of the brand, since its origins. Now, these are top of mind values for new generations.” Indeed, the characters may have changed over the years, but Rainbow has succeeded in keeping true to the heritage of the brand. “The Winx characters keep their authenticity since they convey evergreen values,” Cristiana continues, “with messages such as girls’ empowerment, diversity in ethnicity, race, back stories and passions having been key drivers of the brand. Those values are as contemporary today, as they were revolutionary back then in 2004.”
Inset: Fate: The Winx Saga launched on Netflix in January, proving an immediate hit.
