Mattel to Launch Owned Publishing Imprint
06 Março 2023 - 1:30PM
Business Wire
Mattel, Inc. (NASDAQ: MAT) announced today its plans to launch a
Mattel publishing imprint, the company’s own publishing platform
centered on its extensive catalog of children’s and family
entertainment franchises.
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Mattel’s imprint is expected to launch in the United States and
Canada in 2024 and will complement content, support brand
initiatives, and create new stories based on iconic Mattel
franchises including Barbie®, Hot Wheels®, Fisher-Price®, Thomas
& Friends®, Monster High®, Polly Pocket®, Barney®, and more.
Releases will include print books, audio books, eBooks, as well as
digital content on Caribu, Mattel’s direct-to-consumer
entertainment platform with a video calling feature that allows
users to read books, watch videos, draw, and play games or engage
in an interactive video call with friends and loved ones. Titles
from Mattel’s imprint will complement programs from its
best-in-class licensing partners with formats to include board
books, storybooks, leveled readers, middle-grade titles, activity
titles, guidebooks, and more.
Publishing is core to Mattel’s strategy and a key component of
the company’s franchise flywheel ecosystem. American Girl®, for
example, encourages fans to delve into the backstories of their
favorite characters through novels and journals by American Girl
Publishing. With its new imprint, Mattel will expand this success
across its catalog of globally beloved IP. Several American Girl
titles have been penned by New York Times bestselling authors,
including Varsha Bajaj (It’s Showtime, Kavi) and Brit Bennett (Meet
Claudie). More than 160 million American Girl books have been sold
to date.
“We have seen firsthand the immense value in providing fans of
our franchises with multiple avenues to further engage with their
favorite Mattel brands, characters, storylines and worlds,” said
Josh Silverman, Chief Franchise Officer and Global Head of Consumer
Products at Mattel. “In launching our own publishing imprint, we
simultaneously unlock limitless exploration for kids while
continuing to realize the full value of our IP.”
With Mattel print publications set to begin releasing in 2024,
new Mattel and American Girl content has already launched on
Caribu. In February, digital versions of the illustrated character
journals for Isabel and Nicki, the latest American Girl historical
characters, were launched on the platform.
Mattel’s sales and distribution partner will be announced at a
later date. Press assets for Mattel’s publishing imprint can be
found here. Stay up to date on news related to the Mattel
publishing imprint by following @Mattel on Facebook and
Instagram.
About Mattel Mattel is a leading global toy company and
owner of one of the strongest catalogs of children’s and family
entertainment franchises in the world. We create innovative
products and experiences that inspire, entertain, and develop
children through play. We engage consumers through our portfolio of
iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®,
American Girl®, Thomas & Friends®, UNO®, Masters of the
Universe®, Monster High® and MEGA®, as well as other popular
intellectual properties that we own or license in partnership with
global entertainment companies. Our offerings include film and
television content, gaming and digital experiences, music, and live
events. We operate in 35 locations and our products are available
in more than 150 countries in collaboration with the world’s
leading retail and ecommerce companies. Since its founding in 1945,
Mattel is proud to be a trusted partner in empowering children to
explore the wonder of childhood and reach their full potential.
Visit us online at mattel.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20230306005180/en/
Press Contacts Casey McDonald Casey.McDonald@mattel.com
Niki Kazakos Niki.Kazakos@mattel.com
Mattel (NASDAQ:MAT)
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