Rainbow Brite was a popular animated character and toy line in the 1980s. She is a young girl with magical powers who brings color to the world. Rainbow Brite was created by Hallmark Cards in 1983 and the property has changed hands several times over the years. Let’s take a look at the history of who has owned the rights to Rainbow Brite over the decades.
Hallmark Cards (1983-1994)
Rainbow Brite was originally created in 1983 by Hallmark Cards. The greeting card company introduced Rainbow Brite as a animated television special called “Peril in the Pits.” The special aired on NBC in November 1984 and led to a syndicated series called “Rainbow Brite” that ran from 1984 to 1986 for a total of 13 episodes.
Following the success of the TV special and series, Hallmark released a line of Rainbow Brite dolls and toys. The colorful characters like Rainbow Brite, Starlite, and the Color Kids proved popular, becoming one of the biggest toy crazes of the mid-1980s. Hallmark earned millions from Rainbow Brite merchandise during the peak years of 1984-1987.
Hallmark Cards owned all rights to the Rainbow Brite character and universe until 1994. During this time, they produced the TV series, toys, books, comics, and all other Rainbow Brite merchandising and entertainment.
Mattel (1994-2010)
In 1994, Hallmark Cards sold the complete rights to Rainbow Brite, including all the characters, to toy company Mattel.
Mattel had acquired the girls toy lines Barbie, Disney Princess and Polly Pocket and wanted to add the colorful Rainbow Brite series into their portfolio.
Mattel produced new Rainbow Brite dolls, playsets, movies, books, clothing and more during the late 1990s into the 2000s. They also created a new CGI-animated series in 2004 called “Rainbow Brite”, which had 13 episodes and aired on Fox Kids Network.
The property lay dormant again until 2014, when Hallmark (under license from Mattel) released a new line of Rainbow Brite dolls and toys for the 30th anniversary of the character.
But Mattel retained ownership of Rainbow Brite until 2010, when they sold the property to Classic Media.
Classic Media (2010-2012)
In 2010, Rainbow Brite was acquired by Classic Media, an entertainment company that owned the rights to many nostalgic brands like Casper the Friendly Ghost, Lassie, The Lone Ranger, and Where’s Waldo.
Classic Media did little with Rainbow Brite besides licencing her image for apparel and collectibles. A new comic book miniseries by Archie Comics was released in 2011.
But in 2012, DreamWorks Animation purchased Classic Media for $155 million. This gave DreamWorks ownership of the Rainbow Brite property.
DreamWorks Animation (2012-2016)
Under DreamWorks Animation, a new CGI-animated Rainbow Brite series was planned in 2013 but never materialized.
Instead, DreamWorks developed a reboot movie called “Rainbow Brite” that went straight to DVD in 2014. This movie featured new character designs courtesy of artist Anne Bernstein and introduced a darker, more dramatic storyline for a modern audience.
A limited new toy line was produced by Funrise Toys to tie in with the reboot movie’s release.
Hallmark Cards (2016-Present)
In 2016, DreamWorks Animation made the decision to sell the rights to Rainbow Brite back to the character’s original creators, Hallmark Cards.
Hallmark has since produced Rainbow Brite merchandise under its Hallmark Gold Crown brand. This includes storybooks, ornaments, greeting cards, coloring books, and collectible dolls.
While there have been no new TV shows or movies since acquiring Rainbow Brite again, Hallmark continues to keep the iconic character alive through nostalgic products. The colorful magic of the ’80s property endures under the care of the company that first introduced Rainbow Brite to the world nearly 40 years ago.
Rainbow Brite Ownership Timeline
| Years | Company |
|---|---|
| 1983-1994 | Hallmark Cards |
| 1994-2010 | Mattel |
| 2010-2012 | Classic Media |
| 2012-2016 | DreamWorks Animation |
| 2016-Present | Hallmark Cards |
The Value of Rainbow Brite
Although Rainbow Brite saw its heyday in the 1980s, the enduring appeal and nostalgia for the colorful, happy-go-lucky character has kept her alive in the public consciousness despite multiple changes in ownership.
Generations of kids, especially young girls, grew up with the toys, TV series, movies and other Rainbow Brite products over the decades. Her positive spirit and magical ability to make the world a brighter place resonates widely.
According to license global magazine, retail sales of Rainbow Brite merchandise exceeded $1 billion globally during the brand’s peak years of 1984-1987. Hallmark Cards profited immensely from the property early on.
And the value is still apparent, as evidenced by the willingness of companies like Mattel, Classic Media, DreamWorks and Hallmark to invest in acquiring Rainbow Brite over the years. Each company sees potential in reviving this retro brand and introducing it to a new audience.
While Rainbow Brite is not currently producing major new content, the nostalgia element helps drives merchandising sales. The property likely remains a valuable one in Hallmark’s portfolio should they ever wish to reboot it for today’s kids.
The Enduring Pop Culture Significance of Rainbow Brite
Rainbow Brite remains one of the most iconic pop culture symbols of the 1980s and a memorable character for the generations that grew up with her.
With her colorful outfit, matching rainbow hair, magical powers and unwavering optimism, Rainbow Brite sparked imagination in both kids and adults. She represented the cheerful, fun-loving attitude of the 80s.
Rainbow Brite was one of the most successful girl toy lines of the decade along with Strawberry Shortcake, Care Bears and My Little Pony. She appeared in major Macy’s Thanksgiving Day parades during her peak.
The colorful citizens of Rainbow Land like Twink, Starlite and the Sprite kids were fan favorites as well. Rainbow Brite was one of the defining franchises for girls’ entertainment in that era.
While her popularity has waned from her ’80s high point, the character’s legacy remains. Rainbow Brite is still fondly remembered by its original fan base now grown up, providing a nostalgic throwback to a more innocent time.
And her bright personality and aesthetic are timeless. There’s enduring appeal in a world where a cute, plucky girl wields magical powers over color and happiness. Rainbow Brite’s core conceit still resonates today.
Whoever owns the rights to Rainbow Brite has a property with built-in recognition and affection from its enduring place in pop culture history. While later reboots haven’t recaptured the original charm, there is always potential to reimagine Rainbow Brite for new generations.
Conclusion
Rainbow Brite has gone through multiple owners since her introduction nearly 40 years ago by Hallmark Cards, including Mattel, Classic Media, DreamWorks Animation and back to Hallmark today.
The property saw incredible success in the 1980s producing toys, TV, movies and merchandise that generated over $1 billion at retail. Subsequent revivals haven’t matched that peak, though the characters retain nostalgic love from its original fanbase.
Rainbow Brite remains one of the most iconic pop culture symbols of the 1980s for her colorful design, magical happiness powers and representation of the cheerful spirit of the times. Whoever controls the rights still owns a property with built-in name recognition and love thanks to Rainbow Brite’s enduring place in pop culture history.