The Loyal Subjects takes a shine to Rainbow Brite

She's back! TLS's brand-new toy division is kicking off with a relaunch of the hit '80s brand at retail, spreading love and color with a new line of dolls and collectibles.
April 18, 2023

Eighties doll icon Rainbow Brite is heading back to the toy aisle this year through a newly inked deal between IP owner Hallmark and LA-based toyco The Loyal Subjects, brokered by licensing agency Earthbound Brands. 

The all-new toy line is inspired by the character’s original ’80s appearance and features five SKUs, including a collection of five articulated fashion dolls, an 18-inch talking Rainbow Brite doll with LED lights, and a range of three-inch collectible figures. The products will initially launch in North America on Amazon this summer before rolling out to other retailers in late fall.

Hallmark launched the first generation of the Rainbow Brite franchise in 1984 with a 2D-animated TV series produced by LA-based DIC Entertainment and a licensed range of dolls and accessories from Mattel. The TV show starred the titular hero Rainbow Brite, who works together with her friends the Color Kids to spread color and light across the universe. 

Rainbow Brite’s latest toy line has been developed by The Loyal Subjects’ new toy division, TLS Toy, which launched earlier this week. It’s headed up by the toyco’s founder and CEO Jonathan Cathey, who says he wanted to expand the company’s reach beyond the collector segment and engage kids of all ages with affordable and durable products. TLS Toy says it has more partnerships in the works, including a new line of Strawberry Shortcake products planned for this year. 

Since launching in 2008, The Loyal Subjects has developed action figures and collectibles for blue-chip kids brands such as Power Rangers, Teenage Mutant Ninja Turtles, Transformers and My Little Pony. 

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