Pocoyo Gets Italian Toy Rep

MADRID: Zinkia and master toy licensee Bandai have named Giochi Preziosi as the master toy distributor in Italy for Pocoyo. 

The Pocoyo range is set to be released in Italy in spring 2011. The line will feature plushes, figurines, vehicles and activity toys. The show has been airing on Italian state broadcaster RAI 2 since March 2010 and RAI Yoyo since 2007. The series is co-produced by Zinkia and ITV Studios Global Entertainment.  

Fernando de Miguel, the managing director and CEO of Zinkia, said, "This is an important deal which gives Pocoyo strong brand visibility in the Italian market. If figures are similar to the success we’ve enjoyed in Spain, we could be selling over 2.5 million toys in Italy and achieving strong commercial growth."

Dario Bertè, the managing director and CEO of Giochi Preziosi, added, "We’re delighted to be involved in promoting the Pocoyo brand in Italy because it is a quality property which advocates curiosity and fun, encouraging children to interact with the characters, learning through laughter."

Jose Antonio Vargas, the president of Bandai Europe Bandai, commented, "Italy is a key market for Pocoyo and Giochi Preziosi is the perfect partner to have on board to handle toy distribution. Pocoyo has a proven track record in other international markets and results should be strong in Italy."

Carlo Nardello, the CEO of Rai Trade, continued, "Pocoyo has captured the imagination of toddlers, children, parents and carers in Italy and looks set to be a major hit. Potential licensees are responding  positively to the brand and figures for 2011 look very promising."