LevVar Burton

Child’s Play Communications has added LeVar Burton’s RRKidz brand to its client roster. In addition to launching RRKidz, Child’s Play will relaunch the company’s Reading Rainbow brand, promote the Reading Rainbow classic library of episodes (DVD and streaming), and announce the Reading Rainbow Kidz app.

Reading Rainbow ran for 26 years on PBS (1983-2009), and was co-produced and hosted by actor LeVar Burton. RRKidz will bring Reading Rainbow to today’s digitally connected children beginning with a reading and book discovery app that will initially launch for the iPad early this year. RRKidz aims to become a leader in digital publishing and a major, multi-platform, kids’ educational and enrichment brand. Burton, Co-Founder Mark Wolfe, and CEO Asra Rasheed run the brand.

This post was originally written by Elizabeth A. Reid and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.