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This is part of a case series. The third in a three-case series on Rainbow Animation, this instalment reveals how Rainbow transformed itself from an underfunded Italian animation start-up to an established international media franchise. Central to this transformation is the decision to shift focus from creating content to developing properties that lent themselves to licensing and merchandising. The case chronicles how Rainbow leveraged such properties to generate new revenue streams, pursuing a so-called 'Swiss Army Knife Strategy'. Yet, in spite of worldwide recognition and financial success, Rainbow and its founder Iginio Straffi are faced with newer and bigger questions in order to sustain growth.