Concepts and designs are created before each Winx Club, PopPixie and World of Winx seasons, but with each installment, there are things that get discarded. Presented below are some of the official concepts and designs used on animation, final characters' design, as well as things not added in the final version.
- Main article: Concepts/Winx Club
- Main article: Concepts/PopPixie
World of Winx
- Main article: Concepts/World of Winx