Turning 40 this year, Rainbow Brite is getting on board the reboot train. IP owner Hallmark has partnered with Crayola Studios to bring back the hit ’80s brand that’s all about a young “color protector” and her horse pal Starlite, who love finding ways to spread joy and optimism in the world.
Plot details are still in development, but there’s a Rainbow Brite feature film in the works that’s designed to reach a four-quadrant audience. Original Film’s Neal Moritz (Goosebumps) and Toby Ascher (Sonic the Hedgehog 2) are attached to produce this adaptation.
Meanwhile, for the small screen, CAKE has joined Hallmark and Crayola Studios to develop a series with “contemporary appeal” (hinting at efforts to modernize the IP for Gen Alpha) that continues to explore the brand’s signature themes of teamwork and positivity.
And Crayola Properties will manage a robust consumer products program for this reimagined Rainbow Brite franchise.
Rainbow Brite originated in 1984 as a 2D-animated series produced by LA’s DIC Enterprises that quickly spawned a licensed doll range from Mattel. Over the years, the brand has expanded with more toy partners and screen iterations—including a 1985 big-screen movie that grossed US$5 million at the domestic box office, and a 2014 three-part animated series that launched on Hallmark-owned streaming platform Feeln.