Hallmark, United Media and Playmates all working to bring back classic 1980s brand.
Playthings Magazine has reported that Playmates has been granted the master toy licence for 80s Hallmark brand Rainbow Brite.
United Media has been working to revive the classic property, which was originally introduced by Hallmark as an animated TV series in 1984. The franchise has apparently generated $1 billion in retail sales of dolls, toys and other licensed products.
According to Playthings, Playmates is planning a line of fashion dolls, plush and role play toys for autumn 2009.