True and the Rainbow Kingdom L&M Program Ramps Up

Guru Studio (PAW Patrol, Ever After High) is rolling out the merchandising program for its preschool series True and the Rainbow Kingdom soon, with new partners on board.

The new licensing deals brokered by Brand Central include Palamon (costumes), American Marketing Enterprises (sleepwear), GBG Socks (hosiery), Chouette (master publishing) and Bendon (coloring books and art sets). The lines will be available at retail in North America beginning in fall 2018 and will expand globally in 2019.

The series is produced in collaboration with Pharrell Williams’s i Am Other, world-renowned iconic artists, FriendsWithYou and Home Plate Entertainment. The show debuted on Netflix on August 11, 2017, and has been greenlit for a third season.

“We have seen incredibly high demand for True and the Rainbow Kingdom products from our young fans and their parents since the series premiered last year,” said Frank Falcone, the president and executive creative director of Guru Studio. “With some truly best-in-class partners, we are excited to be bringing so much joy to our devoted and growing audience.”

Ross Misher, the CEO of Brand Central, added, “The reception for True and the Rainbow Kingdom from the licensing industry has been tremendous. We are excited to develop engaging, adorable products with first-class partners that tap into the brand’s magical aesthetic and aspirational values.”