Industry News

Rainbow’s 44 Cats and its new ‘powesome’ licensing program

3 Jun - 2019

Viacom International to broadcast 44 Cats Premiere on Nickelodeon in the U.S., Bandai America for the collection of cat toy and The Joester Loria Group as partner to develop the brand’s potencial across U.S.

44 Cats, the brand-new property from content powerhouse Rainbow, will make its debut in the U.S. with a week of premieres on Nickelodeon beginning Monday, June 10, at 10 a.m. (ET/PT). The U.S. launch of 44 Cats follows Rainbow’s 2018 agreement with Viacom International to broadcast the series in selected international territories.

After leading the iconic Winx Club brand to fame, Rainbow is ready to establish another record-breaking classic. 44 Cats represents Rainbow’s first venture into the preschool market and the series is already a global hit. The “pawesome” property debuted in November 2018 and is enjoying tremendous popularity throughout the world, with a second series already in production. The 52 x 13’ series is an explosive mix of music and cuteness that deals with edutainment themes such as tolerance, diversity and altruism, combining positive values, action and comedy in a sophisticated CGI production. The show, which appeals to preschoolers and children aged 4 – 7, follows the adventures of Lampo, Milady, Pilou, and Meatball – four adorable kittens who are part of a music band named The Buffycats – helping others and always finding creative solutions to everyday hitches.

Nickelodeon is synonymous with quality and excellence in the kids and family content industry. We are truly excited to announce the airing of another Rainbow TV series on Nickelodeon in the U.S.,” says Iginio Straffi, Founder and President of Rainbow Group. “44 Cats has already proved to be a top-notch show that can work in any territory, and thanks to Nickelodeon’s huge reach, we will be able to bring the overwhelming positive energy of the show to millions of kids in the U.S. too.

The show is in the licensing spotlight with major deals signed before the show even hit TV screens in late 2018, and after the master toy deal with Toy Plus, developing the all-cat collection of toys , and Simba Dickie Group’s special partnership as exclusive distributor for Europe and the Middle East, the wonderful licensing program of 44 Cats moves along with the toy giant Bandai America, appointed by master toy licensee Toy Plus for the distribution of 44 Cats toy line across the USA, Canada and Australia.

Bandai, among global leaders in the toy industry, will launch the preschool toy line based on the adorable and adventurous characters of the show, allowing kids to play out their favorite scenes with products deeply linked to the TV show and featuring the key elements of the IP: music, creative play patterns and collectability. A collection ranging from plush to figurines, from play sets to musical toys. The first products will hit shelves from early 2020. The collaboration with Bandai confirms Rainbow’s 44 Cats as a protagonist in 2019’s licensing landscape, with excellent and growing market response.

We’re really excited to launch the 44 Cats toy line to the US and Canada market,” said Shusuke Takahara, CEO at Bandai America. “Over the last year, we’ve been looking at new lines to distribute and couldn’t be happier to partner with companies like Rainbow and Toy Plus. From figurines to plush, we can’t wait to see consumer reactions as they collect toys from the adventurous and adorable TV show.Mr Iginio Straffi, Founder and CEO of Rainbow Group commented: “We are glad to collaborate with such a partner as Bandai in US and Canada to distribute 44 Cats’s toy line, allowing kids to play with the protagonists of their favorite TV show and let their adventures become real!”.

The Joester Loria Group has been tapped by Rainbow to represent the company’s successful 44 Cats television series in the United States. The appointment follows the crucial deals with entertainment giant Nickelodeon for the broadcast of the series, and the toy distribution agreement with Bandai, who will bring the 44 Cats toy line created by Toy Plus to the USA and Canada. Rainbow’s 44 Cats has all the hallmarks of a great property,” says President & CEO of The Joester Loria Group. “The buzz around the series is already building and we are confident 44 Cats will prove to be one of the most sought after new properties at Licensing Show.

We are really pleased to announce The Joester Loria Group is on board for 44 Cats, and can’t wait to start our collaboration with such a brilliant partner to develop the brand’s huge potential across the US”, says Rainbow Group’s Cristiana Buzzelli SVP, Content & Licensing.

Among the largest animation studios in Europe Rainbow is an internationally renowned TV and movie producer creating and distributing animated and live action series and films for kids and families. The global reception of Rainbow brands has translated into widespread licensing success across a multitude of categories throughout the world, and through market leading licensees in each category.

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