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Madonna Teams With Twin Cities Pride On A New LGBTQ Initiative At Her St. Paul Concert

The Material Girl is teaming up with Twin Cities Pride organizers to provide some much-needed materials for struggling community members at her St. Paul concert Tuesday night.

Madonna invited TC Pride volunteers to work the doors at her Xcel Energy Center show, where they will be accepting donations for their organization's Rainbow Wardrobe initiative, providing gender-affirming clothing and personal care items for the LGBTQ community.

Concertgoers are encouraged to bring clothes and personal hygiene products to drop into bins on their way into the concert. They can also look for QR codes at the Rainbow Wardrobe stands to donate directly to the cause.

"Over the years, Madonna has been an unwavering ally to the LGBTQ community, and this is a perfect example of it," said Andi Otto, Twin Cities Pride executive director. "To have her acknowledge the needs of our community in this way means the world to us."

Madonna's team has been partnering with LGBTQ organizations in every city on her Celebration Tour, which had to be postponed from last summer when the 65-year-old Rock & Roll Hall of Famer was hospitalized with a bacterial infection. In the case of St. Paul, representatives from the Xcel Center and promoter Live Nation helped connect the tour with TC Pride.

The connection was good timing for the Rainbow Wardrobe. Pride organizers launched the initiative at the annual festival last June, accepting donations at the organization's office near Loring Park in Minneapolis. Since then, Otto said, "We've seen people coming in daily looking for help. It was surprising even to us to realize just how great the needs are in the community."

Among the primary users of the Rainbow Wardrobe are LGBTQ youths who have become homeless or impoverished — sometimes because of discrimination — and who may not feel safe going to shelters for help.

Otto said personal hygiene items like toothbrushes, deodorant and period care products are among the greatest needs, or financial donations toward such items. As for gender-affirming clothing, Otto said that includes "anything that makes you feel comfortable in your own body."

Tickets are still available for Tuesday's concert, ranging in price from $70-$570 via Ticketmaster. The start time is 8:30 p.M., but the singer has notoriously not gone on until after 10 p.M. In most cities — meaning there should be plenty of time to stop at the Rainbow Wardrobe donation stands. Those not going to the concert can show support online at tcpride.Org/rainbow-wardrobe.

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Rainbow Brite Celebrates 40 Years Of Magic

In 1984, a young girl named Wisp was transported to a dark, colorless world where she was tasked with setting the light and color free. Wisp, who magically transformed into Rainbow Brite, then began to protect Rainbowland with the help of her colorful friends. Forty years later, Rainbow Brite remains a vibrant part of '80s kids' hearts and is catching the eyes of younger generations.

THE BEGINNING OF RAINBOWLAND

"Rainbow Brite has been inspiring imaginations with her adventures and sincere messages of courage, kindness, and optimism for decades," says Stacey Howe, Vice President of Global Licensing & Business Development, Hallmark.

Hallmark launched the Rainbow Brite brand with a 13-episode animated series, which was followed by a feature film, Rainbow Brite and the Star Stealer, released by Warner Bros. In 1985, and two live-action specials released on VHS. Regardless of format, Rainbow Brite always worked together with her friends to fight gloom and keep the world colorful.

Of course, the toy aisle also became more "brite." The master license for the brand has changed hands throughout the years, but it launched with Mattel. The company behind Barbie and He-Man released several different toys, but some of the more sought-after were soft dolls based on the characters. More recently, Playmates Toys held the license for the 25th anniversary in 2009, releasing dolls with a slightly updated look.

A warning against unlicensed Rainbow Brite toys from Mattel featured The Toy Book in 1985.Source: The Toy Book

RAINBOW NOSTALGIA

Now, The Loyal Subjects has been tapped for the 40th-anniversary celebration and already has a slew of products available at retail.

"We have the multi-colored megaphone turned up, ready to shout to the mountain tops!" says Jonathan Cathey, The Loyal Subjects' CEO. Last fall, the company released a variety of dolls and collectible figures and plans to launch more in the coming months.

"The recipe for success is to tell the story faithfully, which we are doing," exclaims Cathey.

Jonathan Cathey of The Loyal Subjects x TLS Toy shows off the new Rainbow Brite products at The Toy Insider's Sweet Suite Event in 2023.

The Loyal Subjects is focused on creating items both original fans and newcomers to the brand will love. Products include classic dolls styled like the originals with yarn-like hair and plush friends such as Starlite and Twink. Kids looking for a fashion doll with modern trends will find one with threaded hair, 29 points of articulation, mystery accessories, and a full outfit swap. This holiday season, consumers can expect a talking Rainbow Brite doll that lights up and features multiple phrases.

"We want to honor the nostalgia and love that original fans still have for the brand," Howe says, "while at the same time introducing a new generation to Rainbow Brite. Many of the original fans are now parents and can create a shared experience [with] their kids."

Rainbow Brite 3-Inch FiguresSource: The Loyal Subjects

Beyond the toys, Howe shares that apparel, accessories, and more will also be available this year to celebrate the big anniversary. Families can also expect to see Rainbow Brite at some of the biggest fan gatherings across North America.

"Moonglow anyone?" hints Cathey on The Loyal Subjects' plans for Comic-Con International: San Diego (SDCC). The company will start the celebratory events in March with a roller rink party.

Rainbow Brite Rag DollSource: The Loyal Subjects

Rainbow Brite Fashion DollSource: The Loyal Subjects

CHASING RAINBOWS

When Rainbow Brite transformed Rainbowland, she transformed a little of our world as well. The timeless messages of the brand will continue to keep fans' lives — and the toy department — a radiant place to be for the next 40 years and beyond.

"… in today's complex world, we need to be reminded of all of these magical themes which bind us together. [Rainbow Brite is] focused on love, positivity, and the magnificent beauty that this world, this life has to offer," says Cathey. "The Rainbow Brite cast and ensemble are the choruses for these themes. And that IS the reason it's still popular today. It's an undeniable 'heartbeat and hug' which invites the greatest part of all of our hearts to come out and play."

This article was originally published in the February 2024 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!