Playmates tapped for Rainbow Brite relaunch

By Staff -- Playthings, 10/6/2008 11:03:00 AM

NEW YORK—Playmates Toys has been granted the master toy license for Rainbow Brite, Hallmark’s ’80s-era girls brand that licensing agent United Media is working to revive.

Playmates plans a line of fashion dolls, plush and role-play toys that will reach retailers in time for fall 2009. The toys will “honor the nostalgic look, indomitable spirit and energy that Rainbow Brite embodies with a trendy tween redesign that girls will adore,” according to United Media.

The property’s refreshed design will position Rainbow Brite as a role model who is socially-aware, inspirational and innovative, helping girls develop an inner strength, while focusing on the importance of being confident and caring about the world.

Playmates and Hallmark will support the Rainbow Brite product launch with character content online and in-pack and through a “Share A Rainbow” challenge, a socially-conscious program that taps kids’ desire “to help” and encourages girls to channel their energies into creating a better world.

Introduced by Hallmark as an animated television series in 1984, the Rainbow Brite franchise generated $1 billion in retail sales of dolls, toys and other licensed products, according to United Media. Mattel was the property’s original toy licensee. Toy Play, then a division of The Betesh Group, picked up the rights to the property in 2004.

Rainbow Brite is the third addition to the United Media and Hallmark licensing relationship, which also includes the hoops&yoyo and Maxine brands.

« Back | Print