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The large doll was also distributed in Italy by GiG with only Italian text on the box. Although Stormy's doll was shown in the Mattel catalog and on the backs of the Dress Up doll boxes, she was never produced for retail even though the character did appear in some cartoon episodes and several German comic books. They are noted for being the only Rainbow Brite dolls ever produced with Dutch text on the packaging. There was also a line of cataloged clothing for the Dress Up dolls, but like Stormy, it was never produced. The Tickled Pink and Rainbow Brite Dress Up dolls are somewhat difficult to find these days compared to the rest of the Gen 1 line. The Dress Up line was only made for about one year. The line was only on the market for about seven months and was not available in all of the Contiguous United States. Gen 5 began in 2015 with dolls and toys very similar to those of Gens 1 and 3. Hallmark worked on the design, storylines, distribution and sales which have, so far, been limited to Hallmark shops in the United States and Canada, and the Hallmark website. Not all toys were sold in all markets, and the Emotions line was never sold outside the United States and Canada.

There were no other toys or accessories for the second generation dolls other than additional pots of Color-Glo Paint, which were sold in the United States, Canada, Europe and Australia. Televised commercials for Mattel's Rainbow Brite dolls frequently featured the song, "Over the Rainbow," from The Wizard of Oz, often with altered lyrics or arrangements. They were in fact from Mattel's line of 'Barbie' merchandise. The extra sprite in the line happened to be Champ. These included Twinkle (a renamed Twink) for Rainbow Brite, Nite Sprite for Moonglow and Twilite for Tickled Pink. In the Fall of 2010 three Sprite dolls appeared at retail in Mexico. Child actors Tracey Gold, Kellie Martin and Heather O'Rourke, famous for their roles in 1980s television and film, also appeared. It used the Rainbow Brite name but not the same characters or backstory. A bit of Asa's backstory with her mother Ama is touched upon as well. The final products during the fourth generation came from Madame Alexander, and included a traditional Madame Alexander-style Gen 1 Rainbow Brite doll with Twink, as well as Gen 4-style plush dolls of Rainbow Brite and Tickled Pink.

The small dolls came boxed at first and then blister carded on two different types of cards. The large Rainbow Brite dolls came with three pots of Color-Glo Paint and a brush, while the small dolls included a single pot of Color-Glo Paint and a brush. The large doll later came in a window box with a simplified single wardrobe. As the doll was sold with three different wardrobes, buying one was a gamble regarding which look she would have (unless one read the small code box on the bottom of the package indicating the doll's shoe color). These three steps are known as Nigredo, the death of the old, perceived self, Albedo, the discovering of one's inner identity, and Rubedo, the process of living a self-aware life. This episode involves the tragic, inevitable and final moment in life that is death. Carlo Santos, also from ANN, commented that the Dragon Ball cast "may not be as stylish-looking as today's shonen adventure protagonists, but every character has a distinctive set of physical features, making them identifiable at any moment".

The demand led to Hallmark reissuing the Itty Bittys with slightly revised designs in much greater numbers along with the first Rainbow Brite Itty Bittys boxed set featuring Red Butler, Romeo, Indigo and Hammy. In the second generation's story, Rainbow Brite had four friends, called the Color Crew, which included Amber (Latina), Cerise (Asian), Ebony (African-American) and Indigo (Middle Eastern, the only character name borrowed from the original Color Kids). The line initially omitted the Color Kids altogether in favor of a more sky-power oriented storyline. Although this version did have rainbow-colored hair, the characters resembled real-world children more than their previous animated and doll counterparts. The packaging art hinted at a possible Stormy doll to come, though yet again she never arrived. The Canadian importer was Irvine, a company which is currently still in business, and their product packaging was printed in both French and English texts. The master license was held by Up, Up and Away, a company which is no longer in business. Rainbow Brite no longer had anything do with making colors and was now in charge of diversity.