Crayola Studios and Hallmark are to reimagine the Rainbow Brite pop culture franchise, with a new film and TV series on the way.
The two companies are joining forces to bring Rainbow Brite’s joyful and inspirational themes to a new audience of children, while still retaining the values and elements that have made the brand popular for 40 years. Their combined expertise will embrace Rainbow Brite for the 21st century empowering and inspiring its next generation of fans to make the world a more ‘caring, colourful and hopeful place’.
Ambitious plans are already in place including a new tentpole theatrical movie, from the producers of the Sonic the Hedgehog franchise. In addition, CAKE is on board to help develop a series with contemporary appeal.
The reimagined series is set in a magical world and emphasises themes of friendship, teamwork and the power of colour and optimism to overcome darkness and negativity.
Crayola Properties will manage the licensing and merchandising for the reimagined Rainbow Brite.
“Working alongside Hallmark, Original Film and CAKE, our large-scale plans for Rainbow Brite across film, TV and beyond demonstrates Crayola Studios’ broad ambitions,” commented Victoria Lozano, evp at Crayola. “The reimagining of this iconic brand through the Crayola lens of colour and creativity is aligned with our mission to develop joyful and inspiring family entertainment content that helps develop lifelong creative mindsets.”
Sabrina Wiewel, evp, chief culture and strategy officer at Hallmark, added: “In this milestone year for Rainbow Brite we are thrilled to be working with Crayola Studios, CAKE and Original Film on this vivid reimagining of the beloved brand. It has proved its appeal over the past 40 years and we can’t wait to strengthen connections with loyal fans and introduce a new generation to the dazzling world of colour and imagination.”
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