Rainbow Connection

Rainbow-themed girls’ entertainment is in, if this year’s Licensing Expo is any indication. Among the rainbow-centric properties prominently displayed at the show this year are:

  • True and the Rainbow Kingdom. This Netflix Original is produced by Guru Studio and licensed by Brand Central, with Toy State on board as the licensee for playthings. The show has themes of mindfulness and empathy as well as imagination and reasoning.
  • Rainbow Ruby. A Canadian-Chinese-South Korean co-production, the show is on the air on Family Jr. in Canada, EBS1 in South Korea, and CCTV-14 in Mainland China. CJ E&M is the lead producer and CPLG handles global licensing outside of Asia and Latin America. (CPLG’s parent DHX is a producer as well.) The CGI preschool series is about creative problem solving and dreaming big.
  • Rainbow Rangers. Nickelodeon’s Nick Jr. network acquired the U.S. broadcast rights to this CGI series from producer Genius Brands International. Themes include saving the environment and friendship. Genius handles licensing and has appointed Mattel as the master toy licensee worldwide. Merchandise from Mattel and nearly 15 other licensees will roll out products starting in 2019.
  • Rainbow Hedgehogs. Created by illustrator Lisa McCue, this brand for ages 4-7 is licensed by Licensing Works! and is about a group of colorful young hedgehogs that travel the world and help new friends. The property has roots in a 2015 children’s book by McCue, Hideaway Hedgehog and the Magical Rainbow.
  • Rainbow Butterfly Unicorn Kitty. This production from Saban Brands and Funrise is a comedy starring a character named Felicity and her friend Miguel the Chihuahua. Its themes are female empowerment, individuality, and self-confidence, and it features plenty of physical gags. Funrise serves as master toy licensee as well as co-production partner, and other products will cross all categories for boys and girls ages six to 11.

Some of these properties have been exhibited at previous Licensing Expos, but collectively they seem to be gaining traction this year, with bigger displays, more broadcast distribution, and licensees starting to come on board.

We will not publish a new post on Monday due to the U.S. Memorial Day holiday. We’ll be back to our twice-weekly schedule on Thursday. Also, watch for our in-depth coverage of Licensing Expo next week.

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