The latest additions introduce visible differences and more diversity, as characters with albinism, vitiligo and glasses join the Rainbow High line-up.
MGA Entertainment has announced that it will be expanding its best-selling Rainbow High range from today (1st July), with the addition of six new dolls.
Now in its fourth series, the new Rainbow High collection will increase the brand’s focus on diversity, as two of the characters – Delilah Fields and Jewel Richie – become the first two dolls from the MGA Entertainment portfolio to launch with visible differences. Jewel Richie has vitiligo while Delilah Fields has albinism and is the first doll to wear glasses.
Adding these two characters with a disability representation is an important step for the brand and will continue to support the Rainbow High hashtag #letyourtruecoloursshine. Championing diversity and inclusion is a theme which runs through the range of dolls and has been evident through its continued new character launches over the last two years.
Delilah Fields and Jewel Richie will be joined by Mila Berrymore, Mina Fleur, Coco Vanderbalt and Lila Yamamoto – all who live the Rainbow High life and have their own unique and creative skills. From photography to creative writing, fashion design and digital media, fans of the brand will be able to watch their new favourite characters excel at their creative talents in the upcoming episodes of Rainbow High, an animated series on YouTube.
Continuing to disrupt the fashion doll market through trendsetting bold and fashionable looks, each Rainbow High fashion doll is dressed in colour from head to toe. Each features long, brushable hair, eye-catching features and long eyelashes. With their own distinct style, the Rainbow High Fashion Dolls come complete with two outfits for mix & match styling, whilst their fully articulated and moveable features allow for endless poses when playing. For ultimate playability, Rainbow High Fashion Dolls also come complete with two hangers, a hair comb and doll stand.
Rainbow High has seen strong growth since its launch in 2020. According to NPD data, Rainbow High is the No.1 fastest growing Fashion Doll property in 2021 and the No.3 Fashion Doll Property YTD in the UK. Inspiring creativity and expressing one’s true self, the brand continues to build on this in 2022 and beyond.
Season 4 is the latest range to be added to the Rainbow High portfolio, following the launch of Pacific Coast, Junior High and Shadow High earlier this year.
MGA Entertainment will support the launch of the new dolls with a multichannel PR and marketing campaign, including influencer partnerships, social media activity and YouTube and Netflix content.