Hallmark is partnering with Crayola Studios to make a new Rainbow Brite feature film and TV series. The announcement was made today, during a year that marks the 40th anniversary of the franchise, which debuted in 1984.
Neal H. Moritz and Toby Ascher at Original Film are developing the movie. Among other projects, Moritz and Ascher have previously done the live action Sonic the Hedgehog movies. “We’re so excited to partner with Crayola Studios and Hallmark on Rainbow Brite and can’t wait to bring an exciting new franchise to audiences worldwide,” said Moritz.
Cake Entertainment has signed on to help develop the TV series. It will be set in a magical world that emphasizes friendship, teamwork, and the power of color and optimism to overcome darkness and negativity. “We’re thrilled to once again collaborate with Crayola Studios and Hallmark to breathe new life into Rainbow Brite,” said Cake CEO Ed Galton. “The opportunity to reimagine such a beloved and iconic brand is incredibly exciting, and we can’t wait to bring its color, magic, and optimism to a new generation of fans around the world.”
“Working alongside Hallmark, Original Film and Cake, our large-scale plans for Rainbow Brite across film, TV and beyond demonstrates Crayola Studios’ broad ambitions,” said Crayola executive VP Victoria Lozano. “The reimagining of this iconic brand through the Crayola lens of color and creativity is aligned with our mission to develop joyful and inspiring family entertainment content that helps develop lifelong creative mindsets.”
“In this milestone year for Rainbow Brite, we are thrilled to be working with Crayola Studios, Cake and Original Film on this vivid reimagining of the beloved brand.” said Hallmark executive VP and chief culture and strategy officer Sabrina Wiewel. ”It has proved its appeal over the past 40 years, and we can’t wait to strengthen connections with loyal fans and introduce a new generation to the dazzling world of color and imagination.”
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