Nickelodeon Kids' Choice Awards in Milan. An ice show follow-up starring Carolina Kostner was launched in November 2008. In October 2012, Nickelodeon held a live event at the Odeon Cinema Covent Garden, complete with a "pink carpet" and previews of upcoming episodes. Merchandise Iginio Straffi opened up to licensing Winx Club merchandise in order to finance his studio's other projects; in 2008, he stated that he reinvests "almost everything" back into Rainbow. Across the show's first ten years on air, more than 6,000 pieces of tie-in merchandise were released by external licensing companies. As of 2014, Winx Club merchandise licenses generated around annually, with most of the revenue going toward product licensees rather than Rainbow itself. According to a VideoAge International article, Rainbow's take from merchandise sales averages 10 percent, with some deals only giving the studio five percent. After Viacom became a co-owner of Rainbow in 2011, Nickelodeon & Viacom Consumer Products started to create merchandise for the show. From 2011 to 2013, Nickelodeon spent on a Winx Club marketing campaign to promote both the show and the tie-in products. Nickelodeon partnered with Jakks Pacific to design dolls based on new episodes, and in the United Kingdom, the merchandise sold out before those episodes had even premiered. Nickelodeon's vice president of consumer products, Michael Connolly, said that "Winx has been a huge surprise, considering the program is not on free-to-air in the UK. We put toys in Argos [stores] and in just three days we experienced sales for a doll range unlike we've seen." An ongoing comic book series has been published since the series' premiere. Over 210 Italian issues have been released as of 2021. In the United States, Viz Media translated a few of the first 88 issues and released them across nine volumes. Other tie-in books have been produced, starting with character guides distributed by Giunti Editore. In 2012, Nickelodeon partnered with Random House to publish Winx Club books in English. Games Several video games based on the show have been made, with some exclusive to Europe. The first game was Konami Europe's Winx Club in 2005. In 2012, Nickelodeon launched Winx Club: Magical Fairy Party for the Nintendo DS in both the United States and Europe. The Nickelodeon game was notable for being one of very few Nintendo DS titles to be played sideways, with the game system held like a book. A physical trading