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A New Pinocchio for the 21st Century

A New Pinocchio for the 21st Century

Rainbow is ready to launch a new market milestone fitting a market-leader with 25 years of historic growth. And, there’s no better way to do that than by taking the most famous Italian-written children’s story of all time, Carlo Collodi’s original The Adventures of Pinocchio, and re-imagining it as a contemporary, irreverent and absolutely charming children’s series. Rainbow is currently previewing the pilot, attracting big interest from major broadcasters and leading pubcasters. The 26 x 12’ show is expected to hit the small screen by the end of 2021.

Straffi’s new Pinocchio is the first ever animated TV series created entirely from the point of view of children, for children, and focusing on the bridge target market.  The show brings fresh new energy to the classic fairy tale by mixing modern life and all its progress with the spirit of magic. After all, mixing progress – like the modern art of animation and the global children’s entertainment industry – with the magic of storytelling and imagination to create something that stands the test of time is what Iginio Straffi does best.

Paying tribute to Collodi’s avant garde work, Mr. Straffi recreates a story that many studios have tried to adapt – but with fresh eyes and a modern twist. Rainbow’s visionary transports the classic character into today’s world of bustle and smartphones, filling his world with adventure, comedy, fun, and educational elements while bringing out the essence of what makes the original character of Pinocchio so inspirational and timeless. 

 “Pinocchio is the best-loved Italian character ever created in our fairy tale literature, and the Rainbow Group’s roots are here in Italy. Throughout my career, I have been waiting for the right moment to bring this concept to light with the attention to detail and quality it deserves. Now that I have my chance, I won’t hesitate to reveal a contemporary Pinocchio who speaks to children in a light-hearted, educational show that empowers their dreams. Families will love this compelling series and kids will find their new TV hero in Pinocchio,” said Iginio Straffi, Founder and CEO of Rainbow Group.

Mr. Straffi’s unique take on Pinocchio combines the fairy-tale atmosphere of old stories and traditional Italian locales with adventure, thrills, and fun – creating a story of magic events clashing with modern everyday life. Pinocchio is an enchanted puppet living in today’s world, one where anything is possible. He grows alongside his best friends – Grandpa Geppetto, the pirate doll Freeda and the Talking Cricket – as he dreams of one day becoming a real boy by following the advice of the Fairy with Turquoise hair. Characters from the original story are joined by new ones in a fantabulous setting that promises to bring fresh air to televisions around the world, and to the licensing market. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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