Crayola Studios and Hallmark Announce Expansion of Iconic Rainbow Brite Franchise
In Rainbow Brite’s 40th anniversary year, Crayola Studios and Hallmark are set to spread more color and happiness throughout the world. The two leading global companies announced today a reimagining of Hallmark’s iconic pop culture franchise that will encompass a feature film and TV series, both inspired by the creative heart of the Rainbow Brite brand.
Crayola Studios and Hallmark are joining forces to bring Rainbow Brite’s joyful and inspirational themes to a new audience of kids while still retaining the values and endearing elements that have made the beloved brand popular for decades. Their combined expertise will embrace Rainbow Brite for the 21st century empowering and inspiring its next generation of fans to make the world a more caring, colorful, and hopeful place.
The partnership combines Crayola Studio’s dedication to creating content that explores the limitless possibilities of children’s creativity by leveraging color as an intrinsic element of the story with Hallmark’s strength as leading producer of feel-good family entertainment content.
Ambitious plans are already in place. Prolific producers Neal H Moritz and Toby Ascher, whose credits include Fast & Furious and the Sonic the Hedgehog franchise, are working on a new tentpole theatrical movie with four-quadrant appeal.
Meanwhile, CAKE, one of the world’s leading independent entertainment companies specializing in kids’ and family properties, are on board to help develop a series with contemporary appeal.
The reimagined series is set in a magical world and emphasizes themes of friendship, teamwork, and the power of color and optimism to overcome darkness and negativity. Rainbow Brite, a friend, hero, role model and creative inspiration who brings all the colors of the rainbow to the universe is transported to a dark and gloomy place with a mission to bring color, light and happiness to the world.
Victoria Lozano, EVP, Crayola: “Working alongside Hallmark, Original Film and CAKE, our large-scale plans for Rainbow Brite across film, TV and beyond demonstrates Crayola Studios’ broad ambitions. The reimagining of this iconic brand through the Crayola lens of color and creativity is aligned with our mission to develop joyful and inspiring family entertainment content that helps develop lifelong creative mindsets.”
Sabrina Wiewel EVP, Chief Culture and Strategy Officer Hallmark, said: “In this milestone year for Rainbow Brite we are thrilled to be working with Crayola Studios, CAKE and Original Film on this vivid reimagining of the beloved brand. It has proved its appeal over the past 40 years and we can’t wait to strengthen connections with loyal fans and introduce a new generation to the dazzling world of color and imagination.”
Neil Moritz, Original Film, said: “We’re so excited to partner with Crayola Studios and Hallmark on Rainbow Brite and can’t wait to bring an exciting new franchise to audiences worldwide.”
Ed Galton, CEO at CAKE said: “We’re thrilled to once again collaborate with Crayola Studios and Hallmark, to breathe new life into Rainbow Brite. The opportunity to reimagine such a beloved and iconic brand is incredibly exciting, and we can’t wait to bring its color, magic, and optimism to a new generation of fans around the world.”
Crayola Properties will manage the licensing and merchandising for the reimagined Rainbow Brite.
Crayola Studios led the negotiations with Original Film and CAKE in partnership with leading brand builder and children’s entertainment executive Rick Glankler from Goatfish.
