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Rainbow intros teen-targeted fashion property Maya Fox

Following up its international success with Winx Club, Italian prodco Rainbow is readying a new teen girls property, Maya Fox - Tag your Life.
May 26, 2009

Following up its international success with Winx Club, Italian prodco Rainbow is readying a new teen girls property, Maya Fox – Tag your Life.

Maya, which focuses on love, friendship and fashion, was created by Rainbow CEO Iginio Straffi and former director of Cosmopolitan Italy, Silvia Brena.

Targeting females 12 to 20, but with focus on the 13 to 17 set, the property revolves around 17-year-old trendsetter Maya Fox who lives in London. The supernatural twist is that she can speak to the dead and needs to hone her abilities to avoid a serial killer.

Maya made its debut via a full-length novel, published in Italy by Mondadori that will soon be distributed by other European publishers. The property also has a monthly magazine that launched in Italy this past April, with a print run of 150,000 copies, aimed at teen girl readers. According to Rainbow, it sells approximately 70,000-80,000 copies every month in Italy’s kiosks.

To follow up, a multi-platform publishing format for teens is currently in the works to encompass four more novels, a monthly fashion comic magazine and a dedicated weblog. The novels will center on Maya and her friends, romance, music and psychic talents and publishing deals are set with Grupo Planeta which will handle Latin America (including Brazil), Spain and Portugal, Univers Poche (France), and Carlsen (Germany). The other three novels will be published in Italy between 2009 and 2010.

As for the blog, which received more than 20,000 visitors in the first week, it includes Maya posting tips about fashion, style, new trends, and friendship.

In Italy, a slate of promo activity focused on the upcoming publishing effort is getting underway, including the Who’s chasing Maya? contest with partners Collistar, Honda, Rinascente, Creative, H3G and Logitech.

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