Rainbow
Rainbow is an Italian animation and entertainment company founded by Iginio Straffi, best known internationally for Winx Club and other children’s and youth franchises.
Last updated August 31, 2026
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Overview
Rainbow is an Italian entertainment company and animation studio founded by animator and producer Iginio Straffi in 1995. Based in Loreto in the Marche region, the company initially worked as a creative-services provider for larger media businesses while developing the production capabilities and financing needed to create original intellectual property. Its breakthrough came with Winx Club, a children’s and young-teen animated franchise created by Straffi. The property expanded beyond television into films, publishing, consumer products, licensing, live events and international broadcasting, making it one of Italy’s most recognizable contemporary children’s-media brands. The company’s business has developed across several parts of the entertainment value chain. Rainbow produces and distributes animated and live-action television content, manages intellectual property and licensing, and operates or has operated publishing, toy, computer-generated imagery and other production activities. It established Tridimensional as a magazine-publishing division in 2004, created Rainbow CGI in 2006 to support three-dimensional animation, and founded Witty Toys in 2008. These extensions reflected a strategy of building franchises that could travel across television, books, toys and other consumer categories rather than relying only on audiovisual licensing. Rainbow entered a major strategic relationship with Viacom in February 2011, when Viacom acquired a 30% stake for €62 million. The partnership gave Rainbow access to Nickelodeon’s global broadcasting and promotional network, while Rainbow served as licensing agent for Nickelodeon programming in Italy. Nickelodeon and Rainbow also collaborated on productions, including later versions of Winx Club and the live-action youth series Club 57. Viacom’s stake was subsequently held through the company’s successor, Paramount Global, until it was sold back to Straffi in January 2023. Nickelodeon remained a broadcast partner, but the transaction restored full ownership of Rainbow’s new projects to Straffi. Rainbow expanded through partnerships and acquisitions. In 2008 it entered a five-year co-production and distribution arrangement with German company Made 4 Entertainment, involving Winx Club, its planned spin-off Pixie, and a new jointly produced series. In 2015 Rainbow acquired Canadian animation studio Bardel Entertainment, strengthening its international production capacity. In 2017 it acquired a majority stake in Gruppo Iven, including Colorado Film, San Isidro Edizioni Musicali and Gavila, thereby increasing its presence in live-action production, music and film distribution. Rainbow also participated in Mia and Me, a CGI/live-action property developed with Made 4 Entertainment, later transferring its majority international-rights stake while retaining Italian distribution rights. Rainbow has remained focused on globally exportable family and youth entertainment. Its portfolio combines original animated franchises, live-action series, feature films, publishing and licensing. The company’s best-known property remains Winx Club, but its wider activities include productions such as Mia and Me, Maggie & Bianca Fashion Friends and Club 57, as well as corporate divisions and acquired companies that broaden its production and distribution capabilities. In 2025, reference material described Rainbow as marking its thirtieth anniversary and expanding into children’s publishing through the acquisition of the Geronimo Stilton and Tea Sisters franchises. Rainbow’s current strategic position is that of an independently controlled Italian IP and production group with international distribution relationships and a broad family-entertainment portfolio.
History
Rainbow was established in 1995 by Iginio Straffi in Loreto, Italy. Its early activity was primarily creative and production support for larger entertainment companies. This service work helped the studio build technical expertise and financial resources before it began investing more heavily in original productions. The company’s major international breakthrough was Winx Club, a Straffi-created animated property that developed into a broad franchise spanning television, films, publishing, licensing and consumer products. Rainbow progressively added capabilities around its core studio business. It founded the Tridimensional magazine-publishing division in 2004 and created Rainbow CGI in 2006 to develop three-dimensional animation. Witty Toys followed in 2008, giving the group a dedicated toy and merchandising activity. That year Rainbow also signed a five-year co-production arrangement with German company Made 4 Entertainment. The agreement covered distribution and co-production related to Winx Club, the planned Pixie spin-off, and a further television project. A decisive ownership change occurred in February 2011, when Viacom purchased 30% of Rainbow for €62 million. The deal connected Rainbow’s properties to Nickelodeon’s international network and made Nickelodeon an important broadcaster and production collaborator. Rainbow also became Nickelodeon’s Italian licensing agent. The companies collaborated on Winx Club between 2011 and 2015 and later worked together on Club 57 in 2019. Rainbow continued to broaden its production footprint through acquisitions and strategic rights transactions. In 2015 it acquired Bardel Entertainment, a Canadian animation studio. In 2016, after working with Made 4 Entertainment on Mia and Me, Rainbow transferred its majority international-rights stake in that property to the German company while keeping Italian distribution rights. In August 2017 Rainbow acquired a majority stake in Gruppo Iven and its associated companies, including Colorado Film, San Isidro Edizioni Musicali and Gavila. The move strengthened Rainbow’s live-action, music and film-production and distribution operations; Maurizio Totti continued to lead Gruppo Iven as chairman. Rainbow and Viacom announced a plan to list the company on the Italian stock exchange in April 2018. The proposed flotation followed consideration of both American and Italian markets, but the owners withdrew it in May 2018 because market conditions were not considered suitable. Rainbow therefore remained privately controlled. In January 2023 Paramount, Viacom’s successor, sold its stake back to Straffi after nearly twelve years of co-ownership. Nickelodeon continued to broadcast Rainbow content, but Straffi regained full control over the company’s new projects. The group subsequently continued to operate as an international producer, distributor and owner of family and youth entertainment intellectual property. Reference material describes a 2025 expansion into children’s publishing through the acquisition of the Geronimo Stilton and Tea Sisters franchises, alongside Rainbow’s thirtieth-anniversary activities.
- 2023
Paramount exits Rainbow ownership
[1]Paramount sells its stake to Iginio Straffi, restoring his full ownership of Rainbow’s new projects.
- 2018
Proposed stock listing is withdrawn
[1]Rainbow and Viacom abandon the planned Italian listing because of market conditions.
- 2017
Gruppo Iven becomes part of Rainbow
[1]Rainbow acquires a majority stake in Gruppo Iven and related production and distribution companies.
- 2015
Bardel Entertainment is acquired
[1]Rainbow acquires Canadian animation studio Bardel Entertainment.
- 2011
Viacom buys a 30% stake
[1]Viacom invests €62 million for a minority stake and links Rainbow with Nickelodeon’s international networks.
- 2008
Rainbow launches Witty Toys and partners with M4E
[1]Rainbow establishes Witty Toys and signs a five-year co-production and distribution partnership with Made 4 Entertainment.
- 2006
Rainbow CGI is formed
[1]The company creates a three-dimensional animation division.
- 2004
Tridimensional publishing division is created
[1]Rainbow establishes a magazine-publishing division named Tridimensional.
- 1995
Rainbow is founded
[1]Iginio Straffi establishes Rainbow as an animation and entertainment studio in Loreto, Italy.
Products and positioning
An Italian-origin, internationally oriented family-entertainment and intellectual-property company focused on animation, youth programming, franchise licensing and cross-media expansion.
Animated television franchise
Winx Club
Rainbow’s flagship animated franchise, created by Iginio Straffi and centered on a group of young fairies. It became an international cross-media property with television seasons, films, books, magazines, toys, licensing and live experiences. Nickelodeon collaborated with Rainbow on later production and broadcast activity.
CGI/live-action television series
Mia and Me
A hybrid children’s property combining live action with computer-generated fantasy animation. Rainbow developed the project with Made 4 Entertainment and later transferred its majority international-rights stake while retaining Italian distribution rights.
Live-action youth series
Maggie & Bianca Fashion Friends
A teen-oriented live-action series built around friendship, fashion and music. Its success supported Rainbow’s decision to strengthen its live-action production and distribution operations.
Live-action youth series · 2019
Club 57
A youth-focused live-action production developed through Rainbow’s relationship with Nickelodeon and its American production operations. The series illustrates Rainbow’s expansion beyond traditional animation.
Children’s publishing franchises
Geronimo Stilton and Tea Sisters
Children’s book properties associated with the Geronimo Stilton universe and its Tea Sisters spin-off. Reference material states that Rainbow acquired the franchises in 2025 after previously handling their global licensing.
Brand decisions
2023
Paramount stake saleM&ABackground
Paramount had held a minority interest in Rainbow for almost twelve years through the Viacom investment.
Action taken
Paramount sold its stake back to Iginio Straffi.
Aftermath
Straffi regained full ownership of Rainbow’s new projects, while Nickelodeon continued as a broadcast partner.
2018
Withdrawal of proposed stock-market listingStrategyBackground
Rainbow and Viacom had considered listing the company in either the United States or Italy, with Italy viewed as a strong fit for Rainbow’s European business.
Action taken
The owners withdrew the planned Italian listing after concluding that market conditions were unsuitable.
Aftermath
Rainbow remained privately held and continued operating under Straffi and Viacom ownership until Paramount’s 2023 exit.
2011
Viacom minority investmentM&ABackground
Rainbow sought to expand the international reach of its programming and licensing activities.
Action taken
Viacom acquired 30% of Rainbow for €62 million, while Iginio Straffi retained 70%.
Aftermath
Nickelodeon became a global broadcast and production partner, and Rainbow became Nickelodeon’s licensing agent in Italy.
Purchase price for 30% stake. €62 million (February 2011)
Recent events
- 2025
Rainbow expands into children’s publishing through Geronimo Stilton acquisition[1]
M&A
Reference material states that Rainbow acquired the Geronimo Stilton and Tea Sisters children’s book franchises and marked its thirtieth anniversary.
- 2023
Paramount sells its Rainbow stake back to Iginio Straffi[1]
M&A · Leadership change
Paramount sold its minority interest back to Straffi after almost twelve years of co-ownership. Nickelodeon continued as a broadcast partner.
- 2018
Rainbow and Viacom withdraw planned stock-market listing[1]
Other
Rainbow and Viacom withdrew the company’s proposed Italian listing shortly after announcing it, citing unsuitable market conditions.
- 2017
Rainbow acquires a majority stake in Gruppo Iven[1]
M&A
Rainbow acquired control of Gruppo Iven and related businesses, including Colorado Film, San Isidro Edizioni Musicali and Gavila, strengthening its live-action, music and film activities.
- 2016
Rainbow transfers its majority international rights stake in Mia and Me[1]
M&A
Rainbow sold its 50% majority international-rights stake in Mia and Me to Made 4 Entertainment while retaining distribution rights in Italy.
- 2015
Rainbow acquires Bardel Entertainment[1]
M&A
Rainbow purchased Canadian animation studio Bardel Entertainment, expanding its international production capabilities.
- 2011
Viacom acquires a minority stake in Rainbow[1]
M&A
Viacom acquired 30% of Rainbow for €62 million, creating a strategic relationship centered on international broadcasting, licensing and collaboration with Nickelodeon.
Sources3 sources
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