Following the news that The Loyal Subjects will be relaunching Rainbow Brite this fall under its newly minted TLS Toy Division, The Toy Book is cracking open the archives for a look back at when the brand first made waves at retail.
In the 1980s, toymakers were not as conservative in keeping scuffles private, and many took out full-page ads in The Toy Book to fire warning shots at the competition, or worse — counterfeiters.
Mattel and Hallmark placed just such an ad in the June 1985 issue to deliver a “Warning from Mattel Toys” regarding the import and sale of counterfeit Rainbow Brite dolls. At the time, the Rainbow Brite brand was exploding in popularity, and the animated feature, Rainbow Brite and the Star Stealer was just months away from its theatrical release.
As the exclusive master toy licensee for the Rainbow Brite brand, Mattel wasn’t messing around and put out a call for tips regarding infringing products. “Tell us who, where, what, and when and we’ll get after it,” the ad read.
It was just one example of a regular reminder that toys are serious business.
