Brand Central to Rep 'Reading Rainbow'

RRKidz, the company that re-launched "Reading Rainbow" in 2011, has appointed Brand Central to develop its consumer products program.

April 6, 2018

Brand Central to Rep 'Reading Rainbow'

RRKidz, the company that re-launched children’s educational brand "Reading Rainbow" in 2011, has appointed Brand Central to develop a consumer products program for the brand’s new digital offerings, as well as its classic IP.

The "Reading Rainbow" brand first aired on PBS in the U.S. in 1983 and ran for 26 years. In 2011, two year's after the show's conclusion, "Reading Rainbow" host LeVar Burton and his business partner Mark Wolfe founded RRKidz to reimagine the brand for the digital age.

Now the brand continues to promote the fun of learning and exploration through a digital service that features animated books, videos and games.

Brand Central will help to launch a two-tiered "Reading Rainbow"-branded consumer products program that will draw on nostalgia for the brand's history and its reinvigorated future.

“We are so excited to be partnering with Brand Central as we expand Reading Rainbow’s reach as an educational platform,” says Linda Benjamin, president of global strategy, RR Kidz. “With

their previous experience and success with educational and children’s entertainment brands, from BabyFirst to "Mister Rogers," we are confident that Brand Central will enable us to excel in this new extension of the brand.”

The partners plan to develop a collection of retro products for the millions of adults that grew up with the series, while also seeking licensees to produce new products that will enhance "Reading Rainbow’s" digital learning platform. Categories being targeted for expansion include games, publishing, crafts, activities and educational products.

“We are thrilled to work with a brand as well known and respected by people of all ages as 'Reading Rainbow,'” says Rebekah Belzer, vice president, Brand Central. “We look forward to helping extend the 'Reading Rainbow’s' mission to foster children’s love of learning into a variety of new categories that impact the lives of the children of the digital age.” 

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