To mark Rainbow Brite’s 40th anniversary year, Crayola Studios and Hallmark have announced 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 partnering to bring Rainbow Brite’s joyful and inspirational themes to a new audience of kids while retaining the values and endearing elements that have made the beloved brand popular for decades. The partnership combines Crayola Studio’s dedication to creating content with Hallmark’s strength as a producer of feel-good family entertainment content.

Hollywood producers Neal H Moritz and Toby Ascher, whose credits include Fast & Furious and the Sonic the Hedgehog franchise, are already working on a new tentpole theatrical movie with four-quadrant appeal. Meanwhile, CAKE, the independent entertainment company specialising 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 emphasises themes of friendship, teamwork, and the power of colour and optimism to overcome darkness and negativity, and bring colour, light and happiness to the world.

Victoria Lozano, EVP at Crayola, commented: “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 colour 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 at 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.”

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.”

Ed Galton, CEO at CAKE, added: “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 colour, magic, and optimism to a new generation of fans around the world.”

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Tags: crayola, hallmark