New Series Secures Fisher-Price as Master Toy

Genius Brands International has tapped Fisher-Price, a subsidiary of Mattel, to serve as the global master toy partner for its new animated preschool series “Rainbow Rangers."

April 6, 2018

New Series Secures Fisher-Price as Master Toy

“Rainbow Rangers” signs preschool toy brand as first licensing and merchandising partner.

As the global master toy licensee, Fisher-Price will develop a series of preschool products in categories including dolls/figures, play sets, plush, vehicles, technology and interactive toys, musical toys, role play and more.

Additionally, Genius Brands is currently developing a global merchandising, licensing and retail program across all key categories for “Rainbow Rangers” to coincide with the series launch.

Currently in development on seasons one and two, “Rainbow Rangers” will follow the adventures of seven magical girls from the other side of the rainbow and who serve as Earth’s guardians to protect it from a wicked villain through teamwork, bravery, creativity and compassion.

“Since debuting the series at the MIPJunior market in Cannes last October, we have received a tremendous amount of interest for ‘Rainbow

Rangers’ from broadcast and licensing partners around the globe,” says Stone Newman, president, global consumer products, worldwide content sales and marketing, Genius Brands. “We are thrilled to announce that Fisher-Price, the world leader in the preschool category, will lead the charge of our ‘Rainbow Rangers’ licensing and merchandising program. Mattel and its Fisher-Price team immediately saw how toyetic this brand is and that it lends itself to an extremely broad toy program. With Mattel’s creativity and ingenuity we will no doubt present an unparalleled preschool program for the global marketplace that kids will love!”