The Colorful World of Rainbow Brite

Who created this message?

This message was created by Mattel for the Rainbow Brite doll toy. Mattel, Inc. is the world's second largest toy maker in terms of revenue after The Lego Group.

The character of Rainbow Brite was originally created by Hallmark in 1983 for greeting cards in an effort to break into the business of licensing. In 1984, Hallmark partnered with Mattel to produce the iconic 80's plush doll toys and other merchandise.

What creative techniques are used to attract my attention?

This advertisement uses happy music and child actress, Heather O'Rourke, best known for her work in Poltergeist. The girls in the commercial even say "Rainbow Brite, you make me happy" really showing how much joy the toy would bring to you if you had one to play with.

How might different people interpret this message differently than me?

The message that these toys are only for girls might be interpreted by some because we only see girls playing with the toys in this commercial.

What viewpoints or world views are included or left out of this message?

The Rainbow Brite character was a girl who brought color and happiness to people everywhere, and she was known for making the entire universe bright and beautiful yet the viewpoints being left out with this message are those of cultural diversity because the two girls in the commercial are white females. In addition, the commercial seems to target upper-middle class families because of the location we see the girls on the porch swing of a big, white house.

Why is this message being sent?

This message is being sent to sell the Rainbow Brite products to consumers. As a child of the 80's, I myself had a Rainbow Brite doll and many other products like her horse Starlight, Rainbow pup and Rainbow kitty, and her color kid friend Patty O'Green. I wish I still had these toys, because I know my daughter would love to play with them as much as I did.