Artsana Group will develop a range of 44 Cats-themed infant educational toys and a nursing line under its prestigious Chicco brand.
The deal also includes apparel and accessories collections for Prenatal and Chicco.
The new range of products will hit shelves in 2019 and will be supported by a dedicated, high-level marketing campaign delivered jointly by Rainbow and Artsana Group.
44 Cats is Rainbow’s brand new property, developed in collaboration with Antoniano Bologna and Rai Ragazzi. It follows the daily adventures of Lampo, Milady, Pilou, and Meatball – four musician kittens who are part of a music band named The Buffycats. The four protagonists live in the Clubhouse, a garage inside caring Granny Pina’s house, and love helping others with their ever creative solutions to everyday hitches. Their adventures explore the themes of friendship and altruism, tolerance, diversity and acceptance.
The series debuted on Rai Yoyo in Italy last November with record-breaking TV ratings, whilst further broadcasting deals are confirmed with Nickelodeon for a worldwide distribution, Super RTL in Germany, Discovery Kids for Latin America, Carousel in Russia, and France Télévisions in France. There has been a great response from across the international TV market, with announcements in the pipeline for major broadcasting channels in many other territories.
Cristiana Buzzelli, SVP sales and acquisitions at Rainbow, commented: “We are delighted to announce our partnership with the top-level Italian group Artsana. Rainbow and Artsana Group represent two Italian excellence sharing a true sense of tradition and at the same time care about giving the best through the latest innovations: it’s a perfect match.”
