We’re introducing a new concept of Family Entertainment Centre, which has enormous potential, with the Winx Club brand as the unifying motif for the theming and design of its games. Since it was first launched on television in 2004, the Winx Club cartoon series has become one of the most popular cartoon series of all time. Proof of its enduring popularity is the fact that it continues to be a hit on more than 150 channels around the world. The brand is also a licensing phenomenon, with more than 500 partners in all categories. Amusement Logic has reached an agreement with the intellectual property owners of Winx Club and is now one of their partners.
The Winx Club fairies, and the imagery that surrounds them, were created by Italian author Iginio Straffi, founder of the Italian-based global content company Rainbow, which has been active in the entertainment industry since 1995. Since then, the Winx Club brand has continued to grow, to anticipate trends and evolve, and to offer new opportunities and recreations. Indeed, the core values that underpin its stories, such as girl empowerment, empathy, diversity, tolerance, friendship, cut across cultures in space and time. The brand is present in sectors as diverse as literary publishing, fashion, the video game industry and live events of all kinds, in addition to the usual general merchandising in this type of genre.
In addition to the amazing, high quality stories and the positive values that underpin them, there is also a unique graphic style, characteristic of its cartoons. All of which makes Winx Club, as a whole, a perfect motif for the theming and design of user experiences in a physical environment such as a Family Entertainment Centre. These facilities, typically between 2,000 and 10,000 m2, both indoor and outdoor, will offer a wide range of activities inspired by the adventures of the Winx Club characters. In other words, the stories of archetypal female figures far removed from old-fashioned roles, fairies who are bolder and braver, hard-working, cooperative, tolerant…
The age of the Winx Club cartoon series’ fans has only grown with the passage of time, as its stories have accompanied young people for almost 17 years. Now their group also includes young adults. Proof of this is the resounding success of the live-action adaptation of the series. Indeed, Netflix released on 22 January 2021, exclusively on its digital platform, Destiny: The Winx Saga. Produced in partnership with Rainbow, after a triumphant first season on a global scale, the second season will arrive in 2022.
A Winx Club Family Entertainment Centre will be a great leisure option in shopping centres, water and theme parks, hotels and resorts, campsites and other leisure projects, as a complement to existing facilities, or even as a stand-alone and unique venue. The perfect setting for the get-togethers of many 21st century youngsters.
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