A character with a rich history in the toy department is making a comeback this fall as a growing toymaker spreads its wings.
The Loyal Subjects, a company known for its high-quality, yet affordable toys and collectibles, including the ever-expanding BST AXN (pronounced “best action”) brand of action figures, is launching a new division: TLS Toy.
At launch, the company inked a licensing deal with Hallmark to reintroduce Rainbow Brite to toy departments everywhere.
“I loved the [Rainbow Brite] stories as a kid, I loved the products, I love the incredible joy it still brings people. When I mentioned to some of our partners that we were working on Rainbow Brite I heard audible shrieks of joy. Not sure we’ve ever worked on a brand which incited such a visceral, positive response,” says Jonathan Cathey, CEO and Founder of The Loyal Subjects. “I can’t wait to bring the Rainbow Brite Brand and the products to retail, I know it’s going to be a huge success, and most importantly create new unforgettable memories and experiences with Rainbow Brite for customers of all ages.”
Rainbow Brite initially launched in 1984 and was a fixture in the pages of The Toy Book. Rainbow Brite’s cute and colorful classic stylings and characteristics propelled the brand into the pantheon of some of the greatest pop culture characters, stories, and inventions. Armed with a magical color belt and a host of delightful friends, Rainbow Brite introduced generations of kids to colorful and imaginative adventures in Rainbow Land.
Hallmark’s licensing agency, Earthbound Brands, brokered the deal with The Loyal Subjects. TLS Toy will launch its Rainbow Brite products first to market via Amazon with a wider retail launch planned to begin in late fall.
Cathey says that TLS Toy is committed to reimagining classic and beloved characters while developing in-house product lines rooted in classic and innovative design to inspire imaginative play.
Rainbow Brite Fall 2023 Product Line:
- 5.5-inch Rainbow Brite Articulated Fashion Doll Assortment: Kids can collect five different characters including Rainbow Brite, LaLa Orange, Patty O’Green, Tickled Pink, and Stormy. Each doll will include multiple blind-packed accessories and a collectible Rainbow Brite coloring book. MSRP: $19.99
- 18-inch Rainbow Brite Plush Doll: The new Rainbow Brite plush doll is a callback to the classic Rainbow Brite doll that parents cherished, and children adored. This plush doll features a retro-styled soft body, yarn hair, and iconic fashion. Also included is a collectible/wearable charm bracelet, as well as a coloring book featuring iconic Rainbow Brite artwork, and illustrations. MSRP: $29.99
- 18-inch Talking Deluxe Rainbow Brite Doll: This fresh take on the classic Rainbow Brite Doll features iconic yarn hair, a soft body, and fashion. This doll features character sayings and LED light-up stars on the doll’s belt triggered by an RFID wearable charm bracelet. MSRP: $39.99
- 12-inch Rainbow Brite Doll Assortment: These dolls feature the quintessential yarn hair, soft body, and fashion that fans know and love. Available in multiple characters including Rainbow Brite, Tickled Pink, Lala Orange, and Stormy, these dolls are a way to share the joy, positivity, and love that the brand is known for with a new generation. Each doll comes with a surprise charm that kids can add to their Rainbow Brite bracelet collection. MSRP: $19.99
- 3-inch Rainbow Brite Collectible Figures: This range of characters from the world of Rainbow Brite includes limited edition figures such as the metallic Rainbow Brite and the glow-in-the-dark Twink. MSRP: $4.99
“We’re excited to enter Rainbow Brite’s fifth decade by partnering with a toy brand as skilled and dedicated as The Loyal Subjects,” says Stacey Howe, Hallmark’s Vice President of Global Licensing & Business Development. “We’ve been impressed with the team’s knowledge and dedication to the brand, and they have created an impressive product line that keeps true to Rainbow Brite’s retro aesthetic while making use of updated materials and technology that will appeal to nostalgic collectors and the next generation alike.”
Families that can’t wait to get a look at the new Rainbow Brite products can catch a sneak preview this summer at Comic-Con International: San Diego (SDCC). The Loyal Subjects will unveil its 5.5-inch Rainbow Brite Articulated Fashion Doll at its booth.
In the 1980s, Rainbow Brite first hit the toy department via a master licensing agreement with Mattel. In the years that followed, the brand changed hands several times, including a 25th anniversary collection from Playmates Toys in 2009. Since 2015, Hallmark has offered a proprietary line of products sold exclusively through its own retail stores.
