The renowned toy company Rainbow Designs has been appointed to develop the new master toy line for MILO, DeAPlaneta Entertainment's leading preschool series. This agreement marks the first collaboration between the two companies, who have both expressed their commitment to expanding and building a long-term partnership.

With more than five decades of experience in creating plush toys and toys for iconic brands, Rainbow Designs will design and produce globally a wide range of products inspired by the characters from MILO. The beloved kitten and his friends explore the world of careers and discover that all jobs are AMAZING. The exciting new line of toys will initially launch at retail from autumn/winter 2027 and will include innovative soft toys, rolling out into playsets and collectible role play products, capturing the essence of Milo’s world.

The partnership with Rainbow Designs was brokered by the UK agent for MILO, Big Picture Licensing, comes amid growing anticipation surrounding the latest developments regarding the series, whose third season is already in production. This partnership is one of the various strategic initiatives that DeAPlaneta Entertainment has implemented to strengthen the brand’s position since acquiring full ownership.

Antonella Ceraso, International Consumer Products Director at DeAPlaneta Kids & Family, welcomed the partnership: “MILO's new master toy line is an essential part of the IP's current expansion. Alongside the premiere of the short-format series, the release of its music albums and the revamp of its app and website, it was important to provide consumers with an updated range of toys and physical products. We can’t imagine a better partner than Rainbow Designs to help us grow in this area.”

Gianluca Ferrara, Head of DeAPlaneta Italy and International Head of Toys, shares this enthusiasm: “Rainbow Designs is a leader in the toy industry, renowned for its long-standing reputation for high-quality products and exceptional attention to detail, values that strongly align with the dedication we bring to all our productions. We are confident they are the ideal partner to take Milo to the next level. Their extensive experience with preschool brands, combined with a deep understanding of this audience, makes them uniquely positioned to unlock the full potential of the MILO universe. This collaboration represents not just a licensing agreement, but a strategic long-term partnership built on a shared vision and a clear growth path.”

Anthony Temple, Managing Director of Rainbow Designs is excited about the new partnership and said: “We are delighted to be working with DeAPlaneta Entertainment who have established an enviable international media platform for the MILO brand. Milo’s universe offers a World of Endless Possibilities in toy development and innovation, with exploration, discovery and curiosity central to his core values. MILO is a perfect fit to Rainbow’s expanding quality pre school toy portfolio and our growing international footprint. With our shared strong values of quality and long-term partnership we are looking forward to working closely together with the DePlaneta Entertainment team to build an enduring MILO master toy collection that will inspire kids into their later life.”

DeAPlaneta Entertainment and Rainbow Designs will unveil their new partnership at Licensing Expo 2026 in Las Vegas, taking place from 19 to 21 May.