I’ve had a Rainbow Brite doll literally since the day I was born. Deciding to arrive three months before I was supposed to my Grandmother rushed into Woolworths and picked up the first toy she saw. I still have her to this day and that one choice ensured that the path I followed in this life was one of color, happiness, and the knowledge that with an unwavering belief in my own inner power, the rainbow truly could take me anywhere.

There was a certain type of magic about the original dolls from Mattel. Whether it was the cuteness of the face molds or the fact that a lot of the colors featured on the dolls (like Rainbow’s hair ribbon) were blended specifically for the line – and mine has gone with me everywhere. I still have her, kept safe next to a photo of my grandmother.

Over the past forty years, I’ve watched several companies try to resurrect the magic of Rainbow Brite, but they didn’t quite hit the mark. But all that has changed with the 40th anniversary release through The Loyal Subjects, a company known for its high-quality, yet affordable toys and collectibles! Starting last year the company released what are called Cheebees – a line of miniature dolls based on the original stylebook for Hallmark in the 1980s.

In January, the company released the 40th Anniversary 12″ Threaded hair plush doll, and she’s adorable! “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 late last year. “I stalked Hallmark for over a year,” he laughs. “I wanted it.”

The photo doesn’t do the doll justice. She is so incredibly cute and comes in a box similar to those of the 1980s release – which is a major selling point with fans.

Cathey’s love for the property clearly shows in the details not only of the plush doll but also of the 5.5″ articulated fashion doll. Not only is she ABSOLUTELY ADORABLE with her cute little smile and 29 points of articulation, but her accessories are also straight out of the fandom. A lunch box, molded after the one released in the 80s, which comes in multiple colors (mine is blue). A Twink purse – modeled after the recent adult Halloween costume, a come from the original Mattel set, and a headband (or crown) pulled from the design of one of the colorful play sets.

It’s these little attentions to detail that is setting the Loyal Subjects apart from the company’s that came before. They’re listening to the fans. Which is one of the reasons why I am so happy that on the day of release Rainbow Brite was the hottest selling doll on Amazon, and she sold out in under 24 hours on Walmart.com.

In addition to dolls, a plethora of new product is showing up in stores like Hot Topic and Target – including a super cute Apple EarPod case – which is retailing for $9.99 – and it’s sturdy!

As a fan of the brand I couldn’t be happier. Other characters are coming soon including a San Diego Comic Con exclusive I can’t wait to see! There is also the Loungefly collection coming next month!

More Rainbow Brite soon so…

Stay Tuned!