When it comes to Rainbow Brite, the character of the colorful cutie is critical. To those who grew up with her, she doesn’t just stand for color and happiness – she is the model of hope, strength, and the importance of believing in yourself – even if you’re the only one who does. It’s why she is so beloved by anyone who has been made to feel like they don’t belong and have zero power in their lives.
My personal history with Rainbow Brite goes back to literally the day I was born. The story (as I’ve been told) is that because I decided to join the world outside the womb three months early, my great-grandmother, a notorious planner, ran into a Woolworths and purchased the first children’s toy she saw. That toy happened to be none other than Rainbow Brite herself. She kept me company in the NICU, the cradle, and any adventure I went on as a small child. She was one of the props I used in Speech and Drama when I recounted my coming out to my friends and family in my early teens. She was the first thing I packed when I moved to Los Angeles and is currently sitting on a shelf, next to a photo of my grandparents, as a reminder of who I am, where I’ve come from, and everything I have overcome to get to where I am today.
For me, Rainbow Brite is more than just a children’s toy or cartoon character – she’s an integral part of who I am. I’ve followed every incarnation of the character, and in 2016 worked closely with Hallmark (the company that created Rainbow Brite) on an in-depth history of the brand. So, to put it bluntly, when it comes to Rainbow Brite, I am an expert, and as an expert, I am very, VERY protective of the brand over the years, I’ve watched company after company attempt to bring her back, but none of them (besides Hallmarks 2015 relaunch) had any real resonance. The reason? Those companies forgot the most important pigment in the overall color scheme of what makes Rainbow Brite resonate with fans. Her story.
Earlier this year, it was revealed that The Loyal Subjects, a company known for its high-quality yet affordable toys and collectibles, would bring the beloved icon back to store shelves as part of her 40th anniversary – and her story is a top priority.
The first waves of releases are the 3” CheeBee figures which include Rainbow Brite, Red Butler, Stormy, Starlite, Tickled Pink, and Twink. Priced at 4.99 these adorable figures will be available online soon through stores like 5 below and even come in retro-style boxes similar to those used with the original 1980s releases from Mattel.
“Right now, there is no one more in love with the brand than I am,” Jonathan Cathey, founder of the TLS, said when we sat down to chat about the brand. “I stalked Hallmark for over a year,” he laughs. “I wanted it.”
Cathay founded the company in 2009, originally working out of the living room of his West Hollywood home. Now he has an office, a staff, and more than 60 million in retail sales. So he definitely has the expertise to bring a character like Rainbow back to the market, but he also has something the previous companies didn’t seem to have much of- respect for what’s already been done.
“We did look at where we could plug it up,” he was quick to point out, making sure I understood that this wasn’t just going to be an exact carbon copy of what’s already been done. “We looked at what we could enhance and add, but with the mindset of doing so without a departure from what everybody loves.”
So what is involved with pulsing it up? “We’ve got wearables, like enamel pins and bracelets, sticker books, coloring books, things that make it more active, so that there’s more participating with the doll, though the dolls will include the classic fashion and her signature yarn hair. “The eighteen-inch doll has been updated with electronics,” he continues. “She has five songs, and her color belt will light up.” It also comes with a wearable that will allow for additional interactions with the doll.
Bringing something new to the brand, Cathay and his team will release 5″ possible action figures with 29 points of articulation. “We did a lot of market research to find that people love to pose dolls, and they like that degree of nuance, that customization. You (as the consumer) get to decide which story you want to tell.”
“We’re talking to Hallmark about incorporating playsets down the line,” he reveals. “Once it’s established and we get some success, we will be able to add those extensions on.”
“I want to get the whole cast out there because I know how important it is to tell the story,” he reiterated. “But the main character, the title character, will be first out on the shelves.”
There’s that word again. Story. It’s something Cathay, and from the way he talks, his entire team is very passionate about. As a toy fan himself, he understands the importance of the word, and just as importantly – how it relates to sales.
“We’re just custodians,” he concludes. “We’ve been trusted to recreate these products and ensure we tell this story correctly. I believe in this brand.”
With the care and devotion Cathey has seemed to put into the property, I believe The Loyalty Subjects could just be the company that makes Rainbow Brite shine brighter than ever!
What’s even more exciting is the fact that the Rainbow Brite 3-inch figures have been chosen as a Top Holiday Toy in The Toy Insider’s 2023 Holiday Gift Guide along with 3-inch figures of another beloved 80s icon Strawberry Shortcake – also from TLS!
More Rainbow Brite soon, so…
Stay Tuned!
Life In Cartoon Motion 