Rainbow Designs appointed as global master toy partner for Milo

Rainbow Designs has been appointed global master toy partner for MILO, marking the first collaboration between Rainbow Designs and DeAPlaneta Entertainment. Both companies described the agreement as the beginning of a long-term strategic partnership.

More than 50 years of experience

Drawing on more than 50 years of experience in plush and preschool toys, Rainbow Designs will develop and distribute a global toy range inspired by Milo and his friends, who explore different careers throughout the series. The new collection is scheduled to launch at retail in autumn/winter 2027 and will initially feature soft toys before expanding into playsets and collectible role-play products.

Third session is in production

The partnership was brokered by Big Picture Licensing, the UK licensing agent for MILO, at a time when the brand is continuing to expand. A third season of the series is already in production, and the toy agreement forms part of a broader strategy by DeAPlaneta Entertainment following its acquisition of full ownership of the brand.

Key part of the growth strategy

Antonella Ceraso, International Consumer Products Director at DeAPlaneta Kids & Family, said the new toy line is a key part of MILO’s growth strategy, alongside the launch of short-format content, music albums and updates to the brand’s app and website. She described Rainbow Designs as the ideal partner to support the brand’s expansion in consumer products.

Gianluca Ferrara, Head of DeAPlaneta Italy and International Head of Toys, highlighted Rainbow Designs’ reputation for quality and expertise in preschool products, adding that the partnership reflects a shared long-term vision for the MILO brand and its future growth.

Strong opportunities

Anthony Temple, Managing Director of Rainbow Designs, said the company is excited to work with DeAPlaneta Entertainment and believes MILO offers strong opportunities for toy innovation and development. He added that the brand fits well within Rainbow Designs’ growing preschool portfolio and international expansion strategy.

Source: https://deaplanetakidsandfamily.com/en/rainbow-designs-appointed-global-master-toy-partner-milo