Rainbow announces Master Toy Partners will be on shelf in Q4 2025 with new fashion dolls, playsets and role play

Rainbow Studios announced its new, CGI-animated “Winx Club” series is scheduled to premiere on RAI and Netflix globally in 2025. The news is accompanied by the appointment of Playmates Toys and Giochi Preziosi as master toy partners for an extensive new Winx Club toy line. This strategic collaboration ushers in an exciting era of enchantment and adventure for a new generation of kids and the massive global fandom that has followed the franchise since the premier of its first animated season in 2004.

Longtime business partners, Giochi Preziosi and Playmates will split global distribution of an all-new collection of fashion dolls, accessories, role play toys and playsets inspired by the new Winx Club series. Giochi Preziosi will manage Europe and the United Kingdom, while Playmates will manage sales, marketing, and distribution in North, Central and South America, Asia, Australia, New Zealand, Middle East, and South Africa.

Winx Club, produced and distributed by the Rainbow Group, headquartered in Italy, celebrates its 20th year anniversary in 2024. The franchise first captured the hearts of audiences in 2004 with its Italian debut, introducing a vibrant world of magic, friendship, and courage. Created by Iginio Straffi, the series follows the journey of Bloom, a teenage girl from Earth who discovers that she is a fairy with extraordinary powers. As she enrolls in the Alfea College for Fairies, Bloom forms the Winx Club with her new friends, embarking on countless adventures across magical dimensions.

Over the past two decades from the launch in Italy, Winx Club has evolved into an iconic global phenomenon, spanning 8 animated seasons coproduced with Rai, 3 theatrical movies, 4 made-for-television movies, 2 “World of Winx” animated series coproduced with Netflix, 2 seasons of a Netflix Original live action series ‘Fate – The Winx Saga’ and a robust merchandising program. The Winx Club community has generated over 20 billion views of Winx Club content on YouTube and more than 35 billion views of Winx Club related videos on TikTok.

In celebration of its 20th anniversary, Winx Club is set to enchant old and new fans alike with this all-new animated series, bringing the Magical Dimension to life like never before. This innovative adaptation will reimagine the classic tales of Bloom and her friends, blending the show’s cherished themes with contemporary storytelling and sensational visual effects.

“The Winx are returning stronger than ever, and I am proud to collaborate with Rai, a partner that has believed in Winx Club since its inception, and Netflix, the ideal partner to bring any IP to global audiences, once again”. Commented Iginio Straffi, Creator of Winx Club and President of Rainbow. “It is a thrill to collaborate with our long-time friends and partners Giochi Preziosi and Playmates, and to create the best Winx toys ever for all our fans”. “I am also overly excited that the collaboration with these esteemed partners will ensure a bright future for a powerful Winx comeback both on screen and at retail,”

“The Winx Club series project was presented to Rai by Iginio Straffi more than 20 years ago, and we have been partners in this extraordinary adventure ever since”. Commented Luca Milano, Director of Rai Kids. “This property has been an outstanding success and keeps surprising us to this day for the enduring hold it has on young audiences, for the bond that the children of that time, now young adults and often parents, maintain for the protagonists of the series, for the identity value of the songs, and above all for the ability of Straffi’s original concept to develop into new storytelling paths and new worlds. That’s why we look forward with great anticipation to the eagerly awaited new season of Winx Club, a major event in our offering next year.

“We are honored to be at the forefront of this exciting new chapter,” said Georgia Manolas Walker, Vice President of Marketing at Playmates Toys. “The enduring legacy of Winx Club is a testament to the timeless appeal of its stories and characters. We look forward to unveiling a spellbinding range of products that captures the adventure, friendship, and magic that Winx Club represents.”

“We are very excited about this new chapter of the Winx saga. Having worked hand in hand with Rainbow since the very first launch in 2004, we are fully aware of the appeal such an amazing brand/franchise has to consumers. We are sure that this time, too, Winx will be a global success”, added Jay Visconti, Chief Strategic Officer of Giochi Preziosi Group.