Hallmark is marking a major anniversary this year, with an extensive licensing programme in celebration of Rainbow Brite’s 40th anniversary.
Debuting in 1984, the Rainbow Brite franchise has brought colour and imagination to licensees, retailers and fans, and a variety of new products will be hitting shelves this year.
Further fuelled by a demand for nostalgia properties, a raft of licensees are on board including Funko (Rainbow Brite & Friends Pop), Goodie Two Sleeves (clothing and accessories), Loungefly (mini bags, backpacks, stationery), Mad Engine (apparel), Silver Buffalo (drinkware, tabletop, home décor), Super Impulse (toys) and Sweet Peas (kids’ apparel) among others.
In addition to new product, a marketing plan will also support the 40th anniversary including influencer campaigns, while there will also be a presence at San Diego Comic-Con.
“The fact that Rainbow Brite is celebrating its 40th anniversary speaks to the connection and longevity the brand has with its fans,” commented Stacey Howe, vice president of global licensing and 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 colourful 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 [booth A142].”
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