In Conversation With… Rainbow

Fairy brights

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.

One 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 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.”

Left: Cristiana Buzzelli, svp content and licensing, Rainbow Group.

The new live action series, Fate: The Winx Saga, has proved to be a huge hit on Netflix since its debut in January. Based on the Netflix Q1 2021 earnings report, the series reached 57 million households in its first 28 days which Cristiana describes as “a huge result”, positioning it among the top watched shows on the streaming platform in 2021 so far. The six episodes in series one will be joined by series two in 2022.

The arrival of the new live action series has also meant an expansion for the licensing and merchandising programme.

“On top of the licensees on board for the classic animated series, we have already signed

great licensing partners specifically focused on Fate: The Winx Saga,” says Cristiana. “These range from Scholastic to Panini, Clementoni to Hachette, Difuzed to Riachuelo and Don’t Call me Jennyfer, with more to be announced. The new season on Netflix will give a further boost to the L&M programme.”

The licensing strategy now also reflects the double target of the different demographics attracted to the different versions of the brand, Cristiana continues. “On the one hand, we keep supporting our core kids’ target with dedicated animated content and licensing plans: bright colours, glitter and magic are the key elements of these product lines. “On the other hand, we address differently the young adult and teen demographics. Fate: The Winx Saga inspires a darker look and feel in the products, closer to an older target. At the same time, we are also offering a nostalgic approach to the original Winx Club brand, based on the iconic and highly recognisable character design, lyrics, catchphrases of the first animated seasons, since today’s young women used to be Winx young fans back in 2004 and they feel affection to a brand that represents their childhood legacy.”

When it comes to the UK market, Rainbow is confident of another boost thanks to the live action series. “The second series of Fate: The Winx Saga will surely lead to another boost in the UK market, especially as a large number of the cast come from the UK. We are confident that UK fans will appreciate it,” says Cristiana.

Indeed, confidence in further growth for the brand overall is high: “After more than 15 years, Winx Club has turned into a classic evergreen brand, able to conquer a very horizontal target, from kids to young women. This nostalgic young adult appeal has so much potential to grow and expand itself. “Winx is already one of the biggest girls’ franchise of all times, if not the biggest. And along with the new Fate: The Winx Saga season, we’re now preparing a new season of the animated series as well: stay tuned in 2022 for more to come,” Cristiana concludes.

The Winx Club story

Winx Club has been around since 2004 with the franchise first launching in Italy and Europe, followed by the US, Asia and Latin America.

“It was immediately a great success, with more than 150 territories broadcasting,” says Cristiana. “The first animated series was immediately followed by more seasons - today we have produced eight seasons with 200+ episodes, two Netflix animated Originals, three theatrical movies and many different live events formats.”

The consumer products programme for the brand is equally impressive, with more than 500 licensees on board. “Winx Club has always performed hugely well in fashion dolls and toys in general, but also publishing, stationery and textiles. They are categories that embody the DNA of the brand and its powerful storytelling,” Cristiana adds.

Left: Rainbow is also preparing a new series of the animation