Case Study
Rainbow Brite
Lifestyle, Fashion, Toys & Games, Stationery
Infusing the magic of a beloved character into a new range of products.
Hallmark’s Rainbow Brite was one of the most beloved cartoon characters– and a significant pop culture icon of the 1980’s.
Upon exploring Hallmark’s archives, Earthbound discovered this nostalgic brand and saw an opportunity to give it new life through a modern licensing program that would kick off its 40th anniversary.
Services Included:
- Brand Licensing Strategy
- Day-to-Day Management
- Deal Negotiation
- Marketing Support
- Retail Support
- Finance and Legal
- Style Guide Creation
We established Rainbow Brite as a premier nostalgia property.
New Licensees in the First 2 Years
Earthbound welcomed and negotiated deals with new licensees across categories, including toys, apparel, bags, accessories and stationery online and in-store.
Retail Channels
Rainbow Brite products launched in 30+ retail channels in store and online, including Walmart, Amazon, Five Below, Target and Hot Topic.
Industry Recognition
The TLS Rainbow Brite 12” Doll solidified its status as one of the year’s most celebrated toys when it earned a finalist spot at the 2024 Toy of the Year Awards.
How We Did It
Rainbow Brite’s New Era
We created a blueprint for bringing Rainbow Brite back into the limelight across a range of categories.
Launch Strategy
We aligned the new product launches with the 40th anniversary relaunch of the series on YouTube.
Brand Partners
We identified brands that would allow both old and new fans to experience Rainbow Brite.
Deal Execution
We negotiated deals between Hallmark and selected brand partners.
A New Vision
We worked with Hallmark and the licensors to create a vision for the products.
Go-to-Market Strategy
We supported Hallmark on the 40th anniversary market rollout across multiple media and marketing channels.