Industry News


15 Apr - 2020

Tags from the story: 44 Cats, Rainbow, Vertical Licensing.

Rainbow has announced its global hit 44 Cats will add to the first-class partnership with Vertical Licensing

Rainbow – the content company behind some of the world’s best- loved kids’ brands, has announced its global hit 44 Cats will add to the first-class partnership with Vertical Licensing for the distribution of the preschool success across Brazil.

44 Cats, with record-breaking TV ratings, is already enjoying tremendous popularity throughout the world and ready to launch a second season. The 52×13’ animated series is an explosive mix of music and cuteness that deals with central themes such as tolerance, diversity and altruism, combining positive values, action and comedy in a sophisticated CGI production. The show follows the daily 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.

Rainbow and Vertical Licensing have been partnering since 2017 for girls classic Winx Club, the renowned brand counting 8 series, 4 TV movies and 3 theatrical releases plus an upcoming Netflix Original 6-episode show. The collaboration has contributed to establish the solid brand in Brazil so far, appealing to girls across all categories, promoting key values such as friendship, empowerment and feelings with a magic touch and fairy style.

Vertical Licensing adds to a number of prestigious partners that put Rainbow’s 44 Cats in the spotlight with excellent market response.

Rainbow’s Sales Director -Global CP Matteo Olivetti commented the deal enthusiastically: “We are proud to be working with Vertical Licensing and look forward to bringing the enthralling energy of our brand to Brazil”.

We are thrilled to be working with 44 Cats in Brazil. We have been representing Rainbow properties since 2017, and we are now very excited about this new opportunity. The TV series is already a hit among Brazilian children and, with the second season to be released this year, the brand will be even more relevant for the kids target. We are confident that we will build a strong program for 44 Cats in our territory. Our plan is to have the licensed products hitting the shelves at the end of this year and beginning of 2021“, added Alexandre Volpi, CEO of Vertical Licensing.

Among the largest animation studios in Europe, Rainbow is an internationally recognized TV and movie producer that develops and distributes 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 – such as toys, videogames, publishing, apparel and food – across territories throughout the world and through market leading licensees in each category.

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