The famed ‘crayoneers’ have teamed up with Hallmark, CAKE and Original Film on the IP’s 40th anniversary to reimagine and launch a new series and movie based on the popular kids’ brands.
Crayola Studios and Hallmark have teamed to mark the 40th anniversary of the iconic pop culture franchise Rainbow Brite with a reimagining of the IP, which will include a feature film and TV series, both inspired by the brand. The partnership promises to combine the company’s expertise to deliver “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.”
Producers Neal H. Moritz, and Toby Ascher (Fast & Furious and the Sonic the Hedgehog franchise) are onboard working on a new feature film. Leading kids’ entertainment company CAKE is in development on an animated series.
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.
“Working alongside Hallmark, Original Film, and CAKE, our large-scale plans for Rainbow Brite across film, TV and beyond demonstrates Crayola Studios’ broad ambitions,” said Crayola EVP Victoria Lozano. “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.”
“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,” added Sabrina Wiewel Hallmark EVP, chief culture, and strategy officer. “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.”
Original Film’s Moritz 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.”
“We’re thrilled to once again collaborate with Crayola Studios and Hallmark, to breathe new life into Rainbow Brite,” commented CAKE CEO Ed Galton. “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.
Source: Crayola