Genius Brands begins third series production on hit animated IP Rainbow Rangers

Published on: 3rd August 2021

Production has begun on a third season of the popular animated series, Rainbow Rangers as the Genius Brands property continues to grow its audience numbers through global broadcast partnerships with the likes of Netflix, Amazon Prime Video Direct, HBO Max, Nickelodeon Latin America, and China’s CCTV.

The series is now gathering momentum with audiences across the world, reflected in its popularity on platforms such as Netflix, where the release of season one propelled it to the Top Ten children’s programmes on the platform.

 “It takes time for a brand to establish itself, but we are clearly seeing that this is now occurring with Rainbow Rangers across multiple-platforms, including the recent release of season one on Netflix, where the series cracked the Top 10 of children’s programs for the first time, and is consistently a top performer in Netflix categories such as “Girls Take the Lead,” “Everyone’s Watching,” and “Exciting TV Shows,” said Jon Ollwerther, president of Kartoon Channel and EVP of business development at Genius Brands.

“At the same time, we are witnessing adoption across a growing base of broadcasters, including the launch of Rainbow Rangers on Paramount Plus network on August 18th”

 The broadcast success corresponds with the development of a new 2022 retail program with master toy partner, Never Wrong Toys. The retail program is based on a broad range of preschool products, initially focused in the toy category. The launch is planned to coincide with the world premiere of season three of Rainbow Rangers, exclusively on Kartoon Channel!

 Genius Brands’ chairman and CEO, Andy Heyward, said: “The recent success of Rainbow Rangers reminds me of the early trajectory of Strawberry Shortcake, which started with Hasbro Toys, but moved to Bandai Toys, and Playmates, where it eventually drove a highly successful, multi-billion dollar global licensing program.

“We are taking a page from the Strawberry Shortcake playbook, with Emmy Award-winning producer Mike Maliani of that property leading the production of Rainbow Rangers in season three, introducing a twist in the new season – the addition of a scent in the storyline. Not unlike Strawberry Shortcake where all the dolls and products were scented strawberry, the dolls and products coming forth from Rainbow Rangers will be scented as well.

“We believe this will be a huge driver in the girls’ product category.” 

With two seasons available and season three currently in production, Genius Brands has a growing slate of media partners around the world on board for Rainbow Rangers, including Netflix (U.S., U.K., Canada, Australia, New Zealand, Middle East), Amazon Prime Video Direct (U.S., U.K.), Nickelodeon (U.S.), Kartoon Channel! (U.S.), HBO Max (Latin America), Nickelodeon & NOGGIN (Latin America), and CCTV (China).

Kerry Phelan, executive vice president and general manager of Global Franchise Management at Genius Brands stated: “Rainbow Rangers is a special series that is clearly resonating with young audiences around the world as we continue to build our viewership with new partners, such as Netflix, coming on board.

“To crack the Top 10 for the first time so quickly on Netflix, coupled with the traction we’re gaining on Amazon and our own platform, Kartoon Channel!, is a testament to the strong appeal of the themes and positive messaging of the show.

“Our strategy continues to center around growth in viewership, which, in turn, is designed to feed our long-term merchandising strategy. We are enthusiastic about our partnership with Never Wrong Toys and are excited about developing an exciting range of preschool toys that tap into the most appealing elements of the show for 2022.”

Rainbow Rangers is a rescue-based series that follows the adventures of seven girls who are Earth’s first responders – protecting people, animals, resources, and the natural beauty of our world.


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