The Loyal Subjects Toy (TLS Toy), which produces high-quality collectibles and toys, has announced a new licensing agreement with Hallmark, featuring one of pop culture’s most successful, uplifting, and inspiring brands, Rainbow Brite.

First introduced in the ’80s by Hallmark, Rainbow Brite is a character franchise that has brought color and imagination to children for generations. Rainbow Brite’s stylings and characteristics have propelled this brand into the pantheon of pop culture characters, stories and inventions. Armed with a magical color belt and a host of friends, Rainbow Brite introduced generations of children to colorful and imaginative adventures in Rainbow Land.  

The Loyal Subjects has developed a new classic Rainbow Brite product line that will include traditional play patterns, such as hair and fashion play, infused with Rainbow Brite’s attributes of kindness, courage and optimism.  

The new Rainbow Brite collection will feature various products such as:

“I’m incredibly thrilled to work with Hallmark on the fan-favorite Rainbow Brite brand,” says Jonathan Cathey, chief executive officer, founder, The Loyal Subjects.  “I loved the stories as a kid, I loved the products, I loved the incredible joy it still brings people.  When I mentioned to some of our partners that we were working on Rainbow Brite, I heard audible shrieks of joy. Not sure we’ve ever worked on a brand that incited such a visceral, positive response. I can’t wait to bring the Rainbow Brite Brand and the products to retail, I know it’s going to be a HUGE success, and most importantly, create new unforgettable memories and experiences with Rainbow Brite for customers of all ages.” 

“We’re excited to enter Rainbow Brite’s fifth decade by partnering with a toy brand as skilled and dedicated as The Loyal Subjects,” says Stacey Howe, vice president, global licensing and business development, Hallmark. “We’ve been impressed with the team’s knowledge and dedication to the brand, and they have created an impressive product line that keeps true to Rainbow Brite’s retro aesthetic while making use of updated materials and technology that will appeal to nostalgic collectors and the next generation alike.”

The new Rainbow Brite classic collections will launch initially on Amazon and start hitting retail in late fall.  A sneak peek of the 5.5” Rainbow Brite Articulated Fashion Doll will be available at this summer’s San Diego Comic-Con at The Loyal Subjects booth. The licensing agency for Hallmark, Earthbound Brands, brokered the deal.