Artsana the purr-fect partner for 44 Cats

Rainbow’s hit pre-school show will come to toys and nursery lines under Artsana Group’s Chicco banner, with heavyweight co-marketing support

Written by Rhys Thomas

Posted 18.01.2019 | Pre-School

Artsana the purr-fect partner for 44 Cats thumbnail

Rainbow has announced a major licensing deal for its eagerly anticipated new pre-school property 44 Cats with international leader in baby care products Artsana Group.

Through the new agreement, Artsana Group will develop a range of 44 Cats-themed infant educational toys and a nursery 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.

“We are delighted to announce our partnership with the top-level Italian group Artsana”, says Cristiana Buzzelli, SVP Sales and Acquisitions at Rainbow. “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!”


44 Cats is Rainbow’s brand new property that follows the daily adventures of Lampo, Milady, Pilou, and Meatball – four adorable musician kittens who are part of a music band named The Buffycats. 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, while further broadcasting deals are confirmed with Nickelodeon for a worldwide distribution, Super RTL in Germany, Discovery Kids for Latin America, Carousel in Russia, 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

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