Rainbow feted the 10th anniversary of its girls’ franchise Winx Club with a fashion-themed event during Brand Licensing Europe last week in London.
The event heralded the beginning of a series of initiatives that will take place throughout 2014 to celebrate the milestone.
Winx Club, which is targeted to girls ages 4 to 13, boasts more than 500 licensees and 6,000-plus products on shelf.
Celebrations will be anchored by new content, with the sixth season of the series releasing globally and a third movie currently in production. Fans around the world will also be able to attend Alfea College thanks to the upcoming multi-player game “Winx Fairy School,” which will launch next Christmas.
Among the promotional events planned for the brand are a range of retail promotions, strategic partnerships and a colorful dance project that will highlight the energy behind the brand.
The first e-commerce site entirely dedicated to Winx Club is also set to launch later this year, with exclusive products and dedicated activities for European and Russian audiences.
“Winx Club is a brand that has just kept on growing since it first hit screens 10 years ago, and it now holds a dominant position in the girls’ market thanks to the steady stream of engaging and exciting content we are able to produce. I am thrilled and delighted to be able to celebrate the success of a brand that has brought fun and joy to millions,” says Iginio Straffi, chairman and chief executive officer, Rainbow Group.