Rainbow teams up with Giochi Preziosi for Huntik toy line
Animation and content developer, Rainbow, has signed a a multi-territory master toy deal with industry Giochi Preziosi for its boys action adventure property, Huntik.
The deal is part of Rainbow's $10m bid to bring Huntik to the same level of success as it’s female counterpart Winx Club.
The toy deal covers Europe (including the UK) and Russia for action figures, role play and play-sets. In Italy, where Series Two debuts this autumn, Giochi Preziosi will distribute several merchandise ranges such as back to school and gifts.
The toy roll-out will coincide with the launch of 26 brand new Huntik episodes in 2011 (for a total of 52 episodes), and will be accompanied by investment and promotion by Giochi Preziosi as well as Rainbow. Huntik -themed attractions at upcoming Rainbow Magicland Theme Park will include the first 4D attraction in Europe called Dark Ride.
Rainbow now owns 100% of the rights to the property (including in the UK and US), and with a dedicated budget for the new series, and an international toy partner, are completely committed to ensuring the success of the Huntik brand.
The first series was sold in over 30 countries, including the UK and the US, and achieved consistently high market shares among 6-12 year olds: up to 33% in Germany, 39% in Finland and 44% in the Netherlands. The companies’ objective for 2011 is to make the second series even more successful, and to ensure HUNTIK becomes every 6-12 year old boys number one fantasy playmate across the board: on TV, on-line and in stores.
Giochi Preziosi, by far the largest toy company in Italy and one of the largest in the world, has been a major partner for Rainbow for many years. In Italy Giochi Preziosi has distributed Winx Club dolls, the leading fashion doll in the territory, since the beginning of the Winx Club fame in 2004. It now also distributes both Winx Club and Bandai-produced PopPixie toys in Spain, Italy and Greece. Auguri Preziosi will also give its Back to School support to PopPixie in Greece and Winx Club in Spain.
Huntik is a 6-12 year old boys action adventure property that abounds with mystery and intrigue. The captivating story line revolves around two rival groups: The Huntik Foundation’s Seekers and the evil Organization. The Seekers’ mission is to search the world over for long lost ancient Amulets containing the magic energy of the Titans, and keep them out of the hands of the Organization. Titans are mighty creatures with magical powers that can be called upon by the holder of the Amulet to help them in their quest. There are 78 Titans, a key element in the collectability and commercial appeal of the series. The Huntik’s saga takes them from the beautiful backdrops of Prague, New York, and the Amazon, to the ancient and mystical worlds of Nefertiti, Atlantis and Thor.
Rainbow will host an art exhibit at MIP-TV featuring art work and illustrations from the production of the series. The exhibit will showcase the extraordinary level of artistry and production quality of the series as well as its beautifully and intricately designed characters and settings.
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