Hallmark, the company famous for making greeting cards is also the brand owner for Rainbow Brite. In a story that was just released, Hallmark announced that it would be rebranding Rainbow Brite to appeal to the tween set. This move comes soon after American Greetings revamped Strawberry Shortcake and Nickelodeon and Mattel created a new image for Dora the Explorer. These competing brands are struggling to keep up with the generation of kids who idolize stars like Hannah Montana. She's fun, she's bubbly, she's nice, and she's flirty. They want to capture this new persona of a young female with spunk. When I was a child, I was a huge fan of Rainbow Brite and I can remember thinking she was a tart back then because she wore knee-high boots and a short skirt. I can only imagine what they are going to do to bring her into 2009. When I was a fan of Rainbow Brite, the brand image sold $1 billion in toys and products. Let's see if the new Rainbow Brite can top that.
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