Rainbow
focuses on global licensing in 2026
For 2026, Rainbow confirms its growth strategy by focusing on a mix of consolidating its iconic properties and acquiring high-potential brands. This is highlighted by Matteo Olivetti, VP, Licensing Sales & Strategy at Rainbow
Winx Club continues to represent a fundamental pillar, with over 20 years of cross-generational presence and an extraordinary ability to reinvent itself generation after generation, maintaining strong appeal in the global toy category. Alongside the beloved fairy saga, Rainbow is also focusing on the international success of Mermaid Magic: The brand is delivering very positive performance in key territories and is attracting growing interest from the licensing market. It is establishing itself as a new benchmark property in the segment, with strong development potential in toys.
2026 also marks a strategic step for Geronimo Stilton, the historic international publishing brand:
After years of managing the activity as agents, the brand now fully joins our portfolio of properties. This is a highly valuable acquisition, with well-established global recognition and still significant potential to be developed in the toys and licensing space through a structured, long-term plan.
Looking ahead to Toys & Baby Milano, Rainbow aims to strengthen relationships with the industry and present its 2026 product lines developed with licensing partners:
As IP owners, we lead the strategic development of our brands, ensuring creative consistency, product quality, and distinctive market positioning. The trade fair represents a key moment for dialogue and opening up to new collaborations, explains Olivetti. Among the highlights, targeted extensions of existing lines and new categories currently under development will be central to the 2026 offering. Opportunities remain open for partners interested in entering strong, recognizable, and ever-evolving narrative universes, he adds.
Rainbow’s goals for 2026 are clear: to strengthen its global role in licensing and the toy sector, consolidate Winx Club, accelerate the international development of Mermaid Magic, and structure a cross-category expansion plan for Geronimo Stilton.
We continue to invest in the cross-media development of our content, expanding engagement opportunities through digital platforms and new experiences, always aligned with the evolving consumption habits of younger generations. Our strategic core remains building long-term value in licensing and the toy sector, while strengthening solid and consistent partnerships, concludes Olivetti.
With these moves, Rainbow confirms its ambition not only to maintain leadership in the sector, but also to transform each IP into a recognizable and ever-growing universe, capable of engaging new generations of fans worldwide.
