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Robot Trains are going places - fast! ACTION-PACKED ANIMATION STARTS 2018 WITH FREE-TO-AIR LAUNCH ON ITALIAN TV AND STRONG LICENSEE SUPPORT that has already signed a master toy partner in the shape of Hong Kong’s Silverlit, a leading toy manufacturer with many offices around the world. Silverlit Robot Train ranges will be distributed in Italy by Rocco Giocattoli, a leader in toy distribution in that country. Rocco Giocattoli has already demonstrated enormous commitment to this property, with major investments in marketing and promotion as well as advertising across television and other media.
Robot Trains are coming! Early 2018 sees the arrival on the free to air television in Italyof this exciting new animated TV series for kids. Produced by South Korean content and marketing giant CJ E&M, Robot Trains launches on Cartoonito in February. And it’s not just the core audience of three-to-five year-olds who are looking forward to Robot Trains. Animation giant Mondo TV is keenly awaiting its arrival too. Here’s why. The first season of Robot Trains, an exciting, inventive new animation for kids, produced by South Korea’s CJ E & M, one of the leading Asian names in the production and distribution of audiovisual content, launched on Italian payTV channel DeA Junior on September 4, 2017. Now, hot on the heels – or tracks – of this successful pay-TV launch, Robot Trains is due to arrive in February on freeto-air DTT channel Cartoonito, exclusively
through Prima TV Italia, supported by an on-air campaign starting in January. This thrilling series, for children from three-to-five-years-old, is set in Train World. Train World is an extraordinary place, inhabited by talking trains. But some trains are even more amazing: they can turn into robots! Over 32 11-minute episodes, kids can enjoy the exciting adventures of the five stars of the series –Kay, Alf, Duck, Selly and Victor –and find out how Kay, the fastest train in the world, lost his memory in an accident– and how he plans to get it back. To recover his memory Kay will leave for a trip with his friends and, on the way, will have many different adventures and face many challenges. The free-to-air launch of the series is supported by a major licensing programme 24
It’s a big commitment, as Gianluca Giordano, Marketing Manager, Rocco Giocattoli, explains. “The distribution of Robot Trains toys is in line with our constant search for new products that stimulate the interaction and imagination of children,” he says. “We will support the launch with a diverse and wide-ranging marketing campaign, which will involve dedicated brand pages, remarketing and the use of You Tubers and bloggers. We will also be disseminating the brand via the best-known social media channels. But traditional media will be an equally strong focus. For example, we’re planning a strong TV campaign on the main kids’ channels, developing a different message for each channel, tailored to the target audience. And, of course, the Robot