 After a "long courtship," Viacom became a co-owner of Rainbow in February 2011, purchasing 30% of the studio and leaving the remaining 70% to Straffi.The purchase was called "Straffi's most important agreement" by "L'espresso", as it led to the worldwide distribution of Rainbow's shows by Paramount and Nickelodeon, as well as various co-productions.As of 2019, Straffi continues to work in creative roles at Rainbow, but he has shifted his focus from animation to live action.