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Rainbow Brite Celebrates 40 years

Rainbow Brite Celebrates 40 years

of bringing color and happiness to the world as expansive licensing program hits retail

Hallmark welcomes 13+licensing partnerships across multiple categories

May 2, 2024 (Kansas City, MO) – Hallmark, the company responsible for one of pop culture’s most enduring characters, is marking a momentous anniversary with an extensive licensing program in celebration of Rainbow Brite’s 40th anniversary. Debuting in 1984, Rainbow Brite is a franchise that has brought color and imagination to generations, and now fans will have even more ways to express their adoration with a variety of products hitting shelves this year. 

Rainbow Brite has been an iconic character for decades, the cute, colorful and classic stylings are in large part what gives Rainbow Brite its staying power. And now, more than ever, the demand for such nostalgic properties is at an all-time high with the rise of the kidults trend. Retailers are taking notice of the consumer demand and as excitement grows the Rainbow Brite brand is primed for expansion.  

“The fact that Rainbow Brite is celebrating its 40th anniversary speaks to the connection and longevity the brand has with its fans,” says Stacey Howe, vice president of global licensing & 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 colorful 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.”

Rainbow Brite has long been able to resonate with audiences thanks to its bright, unique and colorful aesthetic, as well as timeless plot lines of friendship and kindness. Now, those aspects are being brought to life and to store shelves as multiple licensees have already signed on to be part of the celebration:

  • Blanktag – stickers
  • Crown Jewlz – coloring and activity books
  • – costumes and accessories
  • Funko – Rainbow Brite & Friends Pop
  • Goodie Two Sleeves – clothing and accessories
  • Jay Franco – bedding, bath, decor
  • Loungefly – mini bags, backpacks, stationary and more
  • Mad Engine -apparel, accessories, drinkware, pillows
  • PSD – undergarments, socks and loungewear
  • Silver Buffalo – drinkware, tabletop, home decor
  • Super Impulse – toys
  • Sweet Peas – kids’ apparel
  • The Loyal Subjects – dolls and toys

In addition to new product launches, a holistic marketing plan will also support the 40th anniversary celebration. Between a presence at some of the biggest conventions, such as San Diego Comic-Con, to influencer campaigns and more, 2024 will be the year where Rainbow Brite makes the world a little more colorful! 

Partners interested in collaboration opportunities can schedule a meeting by contacting Candice Robinson at Earthbound, or by visiting the Earthbound Hallmark booth (#A142) May 21-24th at Las Vegas Licensing Expo.  For more information, visit the Rainbow Brite page on

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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