Rainbow Brite is celebrating 40 years of bringing color and happiness to the world as expansive licensing program hits retail

KANSAS CITY, Mo. (May 2, 2024) – Hallmark, the company responsible for one of pop culture’s most enduring characters, is marking a momentous anniversary with an extensive licensing program in celebration of Rainbow Brite’s 40^th anniversary. Debuting in 1984, Rainbow Brite is a franchise that has brought color and imagination to generations, and now fans will have even more ways to express their adoration with a variety of products hitting shelves this year.

Rainbow Brite has been an iconic character for decades, the cute, colorful and classic stylings are in large part what gives Rainbow Brite its staying power. And now, more than ever, the demand for such nostalgic properties is at an all-time high with the rise of the kidults trend. Retailers are taking notice of the consumer demand and as excitement grows the Rainbow Brite brand is primed for expansion.

“The fact that Rainbow Brite is celebrating its 40th anniversary speaks to the connection and longevity the brand has with its fans,” says Stacey Howe, vice president of global licensing & business development at Hallmark. “We’re thrilled to have established strong relationships with licensed partners that will help make this a truly milestone year and continue Rainbow Brite’s mission to make the world a more colorful place for both new and original fans alike. The future for the brand is brighter than ever and we look forward to bringing on even more licensees at the upcoming Las Vegas Licensing Expo.”

Rainbow Brite has long been able to resonate with audiences thanks to its bright, unique and colorful aesthetic, as well as timeless plot lines of friendship and kindness. Now, those aspects are being brought to life and to store shelves as multiple licensees have already signed on to be part of the celebration:

• Blanktag – stickers
• Crown Jewlz – coloring and activity books
• com – costumes and accessories
• Funko – Rainbow Brite & Friends Pop
• Goodie Two Sleeves – clothing and accessories
• Jay Franco – bedding, bath, decor
• Loungefly – mini bags, backpacks, stationary and more
• Mad Engine -apparel, accessories, drinkware, pillows
• PSD – undergarments, socks and loungewear
• Silver Buffalo – drinkware, tabletop, home decor
• Super Impulse – toys
• Sweet Peas – kids’ apparel
• The Loyal Subjects – dolls and toys

In addition to new product launches, a holistic marketing plan will also support the 40th anniversary celebration. Between a presence at some of the biggest conventions, such as San Diego Comic-Con, to influencer campaigns and more, 2024 will be the year where Rainbow Brite makes the world a little more colorful!

Partners interested in collaboration opportunities can schedule a meeting by contacting Candice Robinson at Earthbound, or by visiting the Earthbound Hallmark booth (#A142) May 21-24th at Las Vegas Licensing Expo.  For more information, visit the Rainbow Brite page on Hallmark.com.

About Rainbow Brite 

Created by Hallmark in 1984, Rainbow Brite has been inspiring imaginations with her adventures and her sincere messages of courage, kindness and optimism for decades.  Originally a television series, Rainbow Brite and her colorful friends have been brought to life across multiple consumer categories such as toys, apparel, accessories and more.  For more information, visit Hallmark.com. Connect on Instagram, TikTok, Facebook and YouTube.

About Earthbound

Earthbound is a leading brand licensing, product design and brand growth company that expands the reach of brands in the market on a global scale. With 23 years of expertise in brand licensing, product development, and product design, Earthbound helps brands achieve unprecedented growth. For more information, please visit www.earthboundbrands.com.