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Industry News

Rainbow announces major new toy deal for “44 Cats”

23 Jul - 2018

Tags from the story: 44 Cats.

The collection will be presented at the Hong Kong Toy Fair in October 2018 and available globally from autumn 2019.

Content powerhouse Rainbow has announced a major licensing deal for 44 Cats – its brand new pre-school animation – with Toy Plus (Far East) Ltd., company based in Hong Kong, part of the Thai Group.

Through the new agreement, Toy Plus will give children across the world the opportunity to replicate the adventures of the cats. This is thanks at the firm’s worldwide distribution network and almost 20 years creative experience in the development of toy and game ranges based on TV series.

The agreement also will see SIMBA DICKIE GROUP, global leader in the Toy industry, come on board as special partner and exclusive distributor for Europe and the Middle East.

Toy Plus will develop a wide range of toys based on the key elements of the IP: music, creative play patterns and collectability. From interactive plush to figurines, from playsets to musical toys, each item is deeply linked to the TV show.

44 Cats is a Rainbow production in collaboration with Antoniano Bologna and Rai Ragazzi that follows the daily adventures of Lampo, Milady, Pilou, and Meatball – cats who are all part of a music band named The Buffycats. Storylines explore the themes of friendship and altruism: the main characters love helping others and this drives many of their adventures, as they find creative solutions to everyday hitches by dealing naturally with important themes like tolerance, diversity and acceptance. This big-hearted series promotes can-do attitudes, and conveys a positive message in a funny environment. There has been a great response from across the international TV market from major broadcasting channels. Broadcasting deals have already been signed with Nickelodeon (multi-territorial), Discovery Kids (Latin America), Rai Yoyo (Italy) and Super RTL (Germany). Announcements are in the pipeline for major broadcasting deals in France, Russia, UK and many other Countries.

We are delighted to be working with Toy Plus on 44 Cats,” says Mr Iginio Straffi, founder and president of Rainbow. “I’m sure they will do a fantastic job in translating the positive values that embody this brand into a toy range. This deal is further proof that 44 Cats has all the ingredients of a major TV and licensing success!”.

This is a dream come true, as I have known Rainbow for almost 20 years and have always wanted to work with them,” adds Mr Josue Rosenzweig, President of Toy Plus.“I’m sure that 44 Cats will soon be a top property worldwide, as it has all the ingredients of a major hit!”.


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