About Us

Reading Rainbow

Reading Rainbow is an award winning children’s television series aired by PBS from 1983 until 2009 that encouraged reading among children. Over 23 years the program produced 155 episodes, each one hosted by famed actor LeVar Burton (ROOTS, Star Trek: TNG). Garnering over 200 broadcast awards, 26 Emmys and the Peabody Award, the series was created by Lancit Media Productions, Great Plains National Instructional Television and WNED-TV Buffalo, New York. Each episode centers on a theme from a book which is explored through a number of segments or stories. Dozens of celebrities lent their voices to narrating books, and hundreds of young children had their moment of fame when appearing in the popular “book review” segments. In 2011, Burton acquired the Rainbow license in conjunction with his business partner Mark Wolfe and CEO Asra Rasheed. In June 2012, the Reading Rainbow was fully re-imagined as an iPad App bringing the beloved brand to children of the digital age.


Reminding children of the next generation that they too CAN GO ANYWHERE, LeVar Burton's RRKidz is the kid's digital multimedia company behind the relaunch of his beloved Reading Rainbow brand. Co-founded with business partner and veteran entertainment producer Mark Wolfe, RRKidz expands on the mission that through the exploration of quality books, videos and games, kids can safely and enjoyably grow up in the digital age. Headquartered in Los Angeles and with offices in San Francisco, RRKidz holds the global rights to the Reading Rainbow brand through a partnership with series creator WNED-TV, a leading PBS station based in Buffalo, New York. The first product for RRKidz is the Reading Rainbow App, a reading adventure app now available on the iTunes store. RRKidz also holds rights from several other quality children’s brands and will be releasing several new projects throughout 2012 and beyond.