Reading Rainbow: The Next Generation

The iconic brand returns—with a 21st-century upgrade for iPads.

<a href=LeVar Burton" width="620" height="475" />

LeVar Burton, a children's literacy advocate and a former star of Star Trek: The Next Generation, plans to make an ambitious comeback, giving the once-loved Reading Rainbow brand a 21st-century upgrade. Burton’s for-profit venture, RRKidz, plans to launch an educational iPad app that lets children explore topics of interest—such as, say space—in a multimedia-rich environment, with voice-over-enhanced children's books, familiar videos of Burton at real-life places (like NASA), and, of course, games. Burton tells Fast Company he’s on a mission to "get kids hooked on books," and says his company is "going to where kids are today; those devices that they love to spend time on."

Burton aims to distinguish himself in the crowded educational space as the company's "Curator in Chief," who will personally curate top-notch educational books, apps, and games, to help parents navigate through the growing jungle of digital products. "I'm the curator," he says. "I chose the voices, I put together the team; this is the value of 25-plus years of experience that I bring to this venture." Years of experience delivering instruction through a technological medium, television, argues Burton, has given him a unique insight into what engages the fickle mind of a child.

After all, he says, Reading Rainbow (which he helped produce and hosted) originally began as a PBS summer series to get kids interested in occupying their free time with books, instead of intellectually slacking off for three months.

The first RRKidz product will be a multimedia-enhanced reading ecosystem on the iPad. Hand-selected stories are given a digital upgrade with voice-overs, light animation, and games. "Wrapped around" the expansive digital library (launching with 300 books) is a set of games and professionally produced videos, with Burton in the familiar role of curious investigator. For instance, for the topic of space, Burton says he recorded video "all over" the NASA station during the penultimate launch of the Atlantis space shuttle.

RRKidz also plans some "disruptive" technology, which Burton says will allow him to enhance a PDF book with voice-over, light animation, and games "in a matter of hours." Though details are scant, the technology is a "streamlined" process that will allow an individual (human) worker to digitally enhance enough content to grow the library at 35 books in the first months after launch.

To finance the endeavor, Burton has assumed an unfamiliar entrepreneurial role, aided by CEO Asra Rasheed. RRKidz recently scored a first funding round from Raymonds Capital LLC and additional funds from Ewing Marion Kauffman Foundation. "We were really looking for the right kind of money, the kind of money that really believed in what we were doing," he says.

Indeed, Burton seems far more enthusiastic about developing products that create enthusiastic learners. As such, the app will launch as a monthly subscription model, so kids can explore unlimited titles as their interests expand (hopefully).

"The educational system is just not getting it done," contends Burton. "If we’re going to reclaim our place in the world, in terms of how we educate our children and how we prepare them for the future" he concludes, "it's going to get done through a private-public partnership."

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  • Mandy Kilinskis

    This is excellent news. LeVar is 100% correct that the education system in America isn't cutting it, and that we have to go above and beyond the schools to truly inspire and engage the well, next generation.

    Though I also agree with Marc. The iPad is a great place to start, but it needs to expand out to all of iOS, the Android market, and then a website with a subscription fee.

  • Jason Thibeault

    So am I the only one who's confused by this venture? Okay, so this talks about getting kids hooked on reading and going to the channels (i.e., devices) they are adopting but what's being described is about as far from reading as possible. Interactive games? Voice overs? Multimedia elements? This idea seems to be giving kids every reason to OPT OUT of actually reading. There is definitely a new medium that has cropped up with these digital devices, something that is short of a full-fledged game but far from a book. I've blogged about this quite a bit. These "interactive reading adventures" are more about the way in which we interact with them and less about the content. I'm thinking that this company should really look at how they are balancing the act of actual reading (yes, that means just digesting words, not tapping on them or swiping them) with the interactivity of all the other elements. It would also be crucial that the company tie their offering into the AR system already employed in many schools throughout the U.S. to get better parent and educator buy-in. Regardless, this is commendable. It just really needs to be thought through. At this point, based on this write-up, it seems to be heavy on the sensationalism (i.e., the iPad, the multimedia aspects) and lacking on the substance.


  • adam kruvand

    Nooo! This was my idea... but I don't have celebrity stardom or Kauffmann money.  Damnit LeVar Burton and your Reading Rainbow!  You look great though.  Haven't changed in 20 yrs.  Call me! 

  • Marc Telesha

    It sounds exciting but I am disappointed in the iOS focus. It will really limit the number of children that will have access to this product. I work with 100% below poverty children as a literacy coach and this would be out of their means. Why not have a HTML5 component? It is hard enough to bridge the digital divide without the need of an economic divide.

  • Michael Brown

    I must agree.  With a minimum price tag of $500 a pop, iPads may not necessarily be the conduit of choice for landing this product in the laps of the under-priveledged target market that needs it most. 

    Definately make it available on the Apple platform, but please don't stop there.

  • Shevonne

    That's awesome! I loved Reading Rainbow as a kid, and now my kids can as well.