In 1984, a younger lady named Wisp was transported to a darkish, colorless world the place she was tasked with setting the sunshine and colour free. Wisp, who magically remodeled into Rainbow Brite, then started to guard Rainbowland with the assistance of her colourful associates. Forty years later, Rainbow Brite stays a vibrant a part of ‘80s kids’ hearts and is catching the eyes of youthful generations.
THE BEGINNING OF RAINBOWLAND
“Rainbow Brite has been inspiring imaginations together with her adventures and honest messages of braveness, kindness, and optimism for many years,” says Stacey Howe, Vice President of International Licensing & Enterprise Growth, Hallmark.
Hallmark launched the Rainbow Brite model with a 13-episode animated collection, which was adopted by a characteristic movie, Rainbow Brite and the Star Stealer, launched by Warner Bros. in 1985, and two live-action specials launched on VHS. No matter format, Rainbow Brite at all times labored collectively together with her associates to battle gloom and maintain the world colourful.
In fact, the toy aisle additionally grew to become extra “brite.” The grasp license for the model has modified fingers all through the years, nevertheless it launched with Mattel. The corporate behind Barbie and He-Man launched a number of completely different toys, however among the extra sought-after have been smooth dolls based mostly on the characters. Extra just lately, Playmates Toys held the license for the twenty fifth anniversary in 2009, releasing dolls with a barely up to date look.
RAINBOW NOSTALGIA
Now, The Loyal Subjects has been tapped for the Fortieth-anniversary celebration and already has a slew of merchandise accessible at retail.
“Now we have the multi-colored megaphone turned up, able to shout to the mountain tops!” says Jonathan Cathey, The Loyal Topics’ CEO. Final fall, the corporate launched a wide range of dolls and collectible figures and plans to launch extra within the coming months.
“The recipe for achievement is to inform the story faithfully, which we’re doing,” exclaims Cathey.
The Loyal Topics is concentrated on creating objects each authentic followers and newcomers to the model will love. Merchandise embrace traditional dolls styled just like the originals with yarn-like hair and plush associates corresponding to Starlite and Twink. Youngsters in search of a trend doll with trendy developments will discover one with threaded hair, 29 factors of articulation, thriller equipment, and a full outfit swap. This vacation season, shoppers can anticipate a speaking Rainbow Brite doll that lights up and options a number of phrases.
“We need to honor the nostalgia and love that authentic followers nonetheless have for the model,” Howe says, “whereas on the identical time introducing a brand new era to Rainbow Brite. Most of the authentic followers at the moment are dad and mom and may create a shared expertise [with] their children.”
Past the toys, Howe shares that attire, equipment, and extra will even be accessible this yr to have a good time the massive anniversary. Households may anticipate to see Rainbow Brite at among the largest fan gatherings throughout North America.
“Moonglow anybody?” hints Cathey on The Loyal Topics’ plans for Comedian-Con Worldwide: San Diego (SDCC). The corporate will begin the celebratory occasions in March with a curler rink celebration.
CHASING RAINBOWS
When Rainbow Brite remodeled Rainbowland, she remodeled just a little of our world as nicely. The timeless messages of the model will proceed to maintain followers’ lives — and the toy division — a radiant place to be for the following 40 years and past.
“… in in the present day’s complicated world, we have to be reminded of all of those magical themes which bind us collectively. [Rainbow Brite is] centered on love, positivity, and the magnificent magnificence that this world, this life has to supply,” says Cathey. “The Rainbow Brite forged and ensemble are the choruses for these themes. And that IS the rationale it’s nonetheless well-liked in the present day. It’s an simple ‘heartbeat and hug’ which invitations the best a part of all of our hearts to come back out and play.”
This text was initially revealed within the February 2024 version of The BIG Toy E-book. Click here to learn the total situation! Need to obtain The Toy E-book in print? Click here for subscription choices!
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