Russian Success for True and the Rainbow Kingdom
Guru Studio has announced the appointment of leading licensing agent brand4rent to manage the M&L program in Russia and CIS for True and the Rainbow Kingdom including all consumer products such as games, apparel, housewares, accessories, publishing, and party decorations.
The award-winning series launched in Russia this year on the leading public free to air channel for families, Carousel, with all four seasons rolling out now. The brand is also on every main Russian VOD-platform and has launched an official YouTube channel in Russia, which has amassed almost 10 million views in two months. Globally, True and the Rainbow Kingdom has garnered close to 1 billion views on YouTube, as its toy program from United Smile begins to roll out in select markets this year.
“brand4rent has a proven track record of building long-lasting successful brands in Russia,” said Jonathan Abraham, VP of Sales and Business Development at Guru Studio. “With brand4rent, we’re confident that True will rise to be a strong licensed property in Russia.”
“We’re excited to work with a strong international player like Guru Studio and build the
True and the Rainbow Kingdom brand in Russia. We’re already seeing success with the brand due to the show’s standout animation, charming characters and fun narrative,” said Denis Kulakov, CEO of brand4rent.
With four seasons now streaming on Netflix, True and the Rainbow Kingdom has rapidly become a top-rated program around the world, including on CBC Kids in Canada, Tiny Pop in the UK, Gloob in Brazil, and Canal Panda in Spain. The series was also nominated for a 2020 Daytime Emmy Award for Outstanding Directing for a Preschool Animated Program.