Mattel Leverages Powerful Portfolio of Properties and Global Footprint to Grow Toy Brands into Lifestyle Brands
11 Junho 2012 - 5:00PM
Business Wire
At the 2012 Las Vegas Licensing International Expo, Mattel, Inc.
will showcase its powerful portfolio of iconic brands and
successful properties. Mattel is the worldwide leader in the
design, manufacturing and the marketing of toys and family
products, and leads the way in translating the most popular toy
brands in the industry into lifestyle brands through innovative and
impactful partnerships around the world. Las Vegas Licensing
International Expo will serve as the platform for the company to
introduce new and exciting partnerships to an industry
audience.
“Extending our intellectual property to build lifestyle brands
continues to be a key focus for us,” said Rosa Zeegers, Senior Vice
President, Mattel Global Consumer Products Licensing. “We are able
to capture the magical and emotional connection children and adults
feel with our brands to offer new ways to play with relevant
branded experiences unique to each market.”
Unveiling its multi-category line-up of new consumer products
across the Mattel portfolio, Mattel will demonstrate just how it
delivers an unparalleled global footprint while maintaining a
healthy balance of global branding and local relevance.
Barbie® invites fans to “See What Happens” when dreams get
dressed up and aspirations get accessorized by introducing
innovative, fashionable and fun consumer products. This year, a new
Barbie® apparel collection will launch in 10,000 doors across
various retailers and countries around the world. This fall in the
U.S. specifically, Barbie® apparel will unveil a new girls line at
Walmart® and Kmart® with Bentex Group, Inc. Monster High® continues
to infuse rich and relatable storytelling through strategic
consumer products partnerships and will be introducing a new middle
grade book series with Little, Brown Books for Young Readers’
this fall. Hot Wheels® continues to deliver thrilling vehicle
experiences for boys of all ages, across multiple consumer product
categories, including a new diecast partnership with Saban Brands.
A true lifestyle brand, Fisher-Price® has product offerings in a
multitude of categories that span the range from birth to preschool
including: baby gear, layette, infant accessories, publishing,
music and party.
Mattel will reveal new best-in-class partnerships and product
offerings for infants, kids, tweens and adults with global programs
for its key properties including Barbie®, Monster High®, Hot
Wheels® and Fisher-Price®. Highlights include:
APPAREL, ACCESSORIES & ROLE PLAY
- Bentex Group, Inc.: Young
fashionistas can show their love for the world’s most fashionable
doll with a new apparel collection from The Bentex Group, Inc. The
Barbie branded collection includes apparel set combinations of tops
and tunics with skirts or leggings that feature details girls love
like chiffon, tulle and ruffles. The Bentex Group and Barbie® are
also launching a line of Barbie™ graphic tees showcasing glam
embellishments including sparkles, sequins and bows. (Available:
Fall 2012)
- Just Play: In partnership with
Just Play, Mattel features Barbie™ branded role play toys, plush
pets and styling heads that provide girls with hours of imaginative
and aspirational play. Glittery dresses, flouncy tutus and
accessory sets galore! If that is not enough, Just Play is also
bringing styling heads to the retail landscape including a deluxe
styling head with fun color change technology and plenty of wear
and share hair accessories. (Available: Fall 2012)
- Rubie’s: In 2011, Monster High®
was the #7 most-searched Halloween costume, according to Google. In
2012 Mattel partners with Rubie’s Costume Company, Inc to make
freaky even more fabulous, expanding their Monster High™ Collection
to include the first-ever deluxe costumes for adults. Deluxe adult
costumes will be offered for Frankie Stein™, Draculaura™ and
Clawdeen Wolf™ characters featuring intricate designs created to
showcase each characters unique attributes and playful, signature
style. The adult collection will join the existing popular line of
children’s Monster High™ branded Halloween costumes and
accessories. In addition, Monster High™ makeup kits, wigs and
accessories are available and sold separately. Available in girls
and adult female sizes (select designs only). (Available: Halloween
2012)
PUBLISHING
- Little, Brown Books for Young
Readers: This Fall, a new “Monster High” middle
grade book series will expand the global partnership of
Little, Brown Books for Young Readers' and Monster High® into the
tween market. The new series, called Ghoulfriends Forever, will be
written by Gitty Daneshvari, author of the popular School of Fear
books. The series adds three new monster characters – Robecca
Steam, Rochelle Goyle, and Venus McFlytrap – to the
Monster High® storyline, which centers around
the perfectly-imperfect teenage descendants of the world’s
most famous monsters. The new students must learn monster-rific
subjects like Biteology, Home Ick, and Mad Science while navigating
the bewildering array of established cliques. (Available: September
2012)
- Random House Children’s Books:
Random House Children’s Books and Mattel celebrate 50 years of
reading in style with Barbie®. In 2012, Random House Children’s
Books and Mattel will celebrate 50 years of bringing Barbie® doll
to the page for young readers through classic Golden Books. To
commemorate this anniversary, Random House will publish two vintage
replicas of the original Barbie™ stories and art from 1962, the
first year of their partnership. Random House continues to bring
Barbie™ stories to life for girls today with everything from
coloring and activity books to Little Golden books and eBooks
available everywhere that books are sold ensuring Barbie™ books for
generations to come. (Available: Throughout 2012)
SPORTING GOODS
- Kent International:
Fisher-Price® will launch a complete program of metal trikes and
bikes with new licensee, Kent International. The line will feature
formats designed to help young children learn to ride including the
Stroll2Ride Trike (trike w/ steerable handle), Folding Trike, My
1st Bike (10” Bike w/ training wheels) and Learn 2 Balance Bike
(glide format with no pedals). (Available: Now)
- Dynacraft - Barbie®: Girls who
love Barbie® will love the new Barbie™ Bling It Bike from
Dynacraft. With the Barbie™ Bling It Bike girls decorate their own
bike and bike bag with gemstones, markers, and 5 blank inserts for
the bag for girls to color and decorate. The sturdy frames are
decorated with a Barbie™ design, handlebar pad, comfort grips and
stylish bike bag. Girls will ride in style with the high-gloss
adjustable seat and colorful training wheels. For added fun, the
Barbie™ Bling It Bike also comes with a mini Barbie® bike attached
to the handlebars that fits a Barbie® doll - perfect for the child
who wants to bring Barbie® everywhere, including on bike-riding
adventures. Doll not included. (Available: Spring 2012 at Toys R Us
and Target)
- Dynacraft - Hot Wheels®: In 2010
Hot Wheels® connected with their core consumer with a best-selling
bike from Dynacraft, and this Spring, the brand will take the
popular bike to the next level by introducing the Hot Wheels™ Turbo
Revvin' Rev Grip Bike with lights and sounds. Dynacraft’s new 14
inch boys Hot Wheels™ Turbo Revvin' Rev Grip Bike features a BMX
frame with new light up REV grip that Revs like a motor cycle. Boys
will love learning to ride their bike in cool style with the
high-gloss adjustable seat, a handlebar pad and comfort grips.
(Available: Spring 2012)
TOYS & GAMES
- The Canadian Group: In a
partnership with new licensee The Canadian Group, Fisher-Price®
will introduce a line of infant and preschool puzzles beginning
June 2012. The line will feature over 50 SKUs encompassing popular
puzzle formats including sound puzzles, wood, paperboard and
jigsaw. Products are based on Fisher-Price’s iconic Little People®
and Laugh & Learn™ brands and will feature adorable characters
and scenes from each property.
- Saban: Saban Brands and Mattel
have partnered to produce a line of Power
Rangers inspired Hot Wheels® vehicles that capture the action
and excitement of the Power
Rangers series. (Available: 2013)
HOME GOODS & PERSONAL CARE
- Najarian Furniture Company:
Bringing fashionista-worthy furniture to the market, Barbie®
partners with Najarian Furniture Company. Barbie® doll’s iconic
style comes to life with this new line of Barbie®-inspired
furniture. The line will include toddler furniture as well as a
bedroom & office in a box concept that includes multiple pieces
that can grow with the girl. (Available: Fall 2012)
- Biotropic Corporation: A new
partnership in the US, Biotropic Corporation and Mattel partner to
bring boys Hot Wheels™ branded personal care products inspired by
their favorite Hot Wheels® vehicles. The new line of personal care
products features car shaped bottles, tire shaped hair gel and
more. (Available: Holiday 2012)
About Mattel:
Mattel, Inc. (NASDAQ:MAT) (www.mattel.com) is the worldwide
leader in the design, manufacture and marketing of toys and family
products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced,
Hot Wheels®, Matchbox®, American Girl®, Radica® and Hot Wheels® RC,
as well as Fisher-Price® brands, including Thomas & Friends®,
Little People®, Power Wheels® and a wide array of
entertainment-inspired toy lines. In 2012, Mattel was named as one
of FORTUNE Magazine's "100 Best Companies to Work For" for the
fifth year in a row. Mattel also is ranked among Corporate
Responsibility Magazine's "100 Best Corporate Citizens." With
worldwide headquarters in El Segundo, Calif., Mattel employs
approximately 28,000 people in 43 countries and territories and
sells products in more than 150 nations. At Mattel, we are
"Creating the Future of Play." Follow Mattel on Facebook:
www.facebook.com/mattel.
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