Mattel in Toy Box with Winx Club

Toymaker Mattel has signed a multi-year licensing agreement to serve as master toy licensee for 4Kids Ent.’s The Winx Club, an animated series set to premiere on 4Kid’s FOX BOX Saturday morning block on June 19, 2004. The toon series is produced in Italy by Rainbow Srl and adapted for the U.S. by 4Kids Ent.

The Winx Club takes place in the magical world of Magix and tells the story five smart, hip and fashionable teenage friends who attend the Alfea College of Fairies. Like the best-selling Bratz line of dolls, the property is aimed squarely at fashion-conscious, music-savvy girls. According to Rainbow CEO Iginio Straffi, the show has already debuted to high ratings in Italy and France, and will be broadcast in more than 40 countries by mid-2005.

The master toy license grants Mattel exclusive manufacturing and marketing rights for dolls, figures, accessories, plushes, vehicles, play sets, games, puzzles, activity products, role playing products, youth electronics and visual toys. The first line of Winx Club fashion dolls is expected to land in stores this fall.

4Kids Ent. retains broadcast and merchandise rights for The Winx Club in the U.S., Canada, the U.K., Australia and New Zealand, as well as worldwide master toy and video game rights, with the exception of Italy.