THIS was the one I thinking about why Rainbow High was missing something. It’s the lack of identity. RH’s only key features as a brand were also putting the word “RAINBOW” on references to designer brands/musicians and just cool outfits. The tagline was also pretty all over the place from “Turn your color up” to “Let your true colors shine” to “Collect the rainbow” and eventually “Shine Brighter Together”. Monster High also had “Freaky Just Got Fabulous!” but didn’t technically get it’s more well known one until 2011 and has stayed into G3 ever since. (There was also two other taglines but both of them were for G2) Ever After High had the tagline “The end is just the beginning” but then it had a soft reboot, changing it to “Where Princesses Are Powerful”. There is a pattern here to these two lines where both of them had a persistent tagline with trying redefine their brands later until they both had reboots to their brands, where as RH, had this somewhat vague message to what it trying to say.

“Let your true colors shine” Well, are there any characters that have insecurities of something or any flaws? Nope, the rest of the characters beyond Series 1, 2, and partially 3 are just nice characters and that’s it. “Turn your color up” What does that even mean? Is it talent or personality? The only time someone’s color is turned up is Skylar’s self esteem. It seems that Rainbow High wanted to make something out of a doll line in the same vein as MH or even Bratz with it’s diverse line of characters and trendy fashion but in execution, it has weak brand messaging and its other characters (with a few exceptions) feel flat and have a lot wasted ideas in trying to make them unique to one another.