Toys / Toy Collecting

Mattel Licenses

By The Editor
June 21, 2006 - 11:54

Mattel Unveils Premier Alliances in Entertainment, Apparel, Sporting Goods, Electronics and Infant Products at 2006 Licensing International Show Global Licensing Leader Delivers Innovative, Brand-Building Programs for Universal, Benetton, adidas, Britax and More     

Mattel Brands (Barbie(R), Hot Wheels(R), Polly Pocket(TM) and newly-integrated Fisher-Price(R)) underscores its position as a global licensing leader at the 2006 Licensing International Show in New York City today with the announcement of best-in-class brand partnerships in the entertainment, apparel, sporting goods, electronics and infant-toddler categories. A proven innovator and "first mover," the company continues to drive must-have products and original branded play experiences for boys and girls of all ages.

Premier partners and licensing deals include:

-- Universal Studios Home Entertainment - This global, multi-year, multi-picture alliance for Barbie(R), the top fashion doll in the world(1), and number one small doll, Polly Pocket(TM)(2), features Fall DVD releases for both brands ("Barbie(TM) in the 12 Dancing Princesses" and "PollyWorld(TM)"). Each release will be enhanced by a robust line-up of toys, consumer products, online initiatives and more.

-- Cartoon Network - For the first time, the network named Mattel as the master toy licensee for its original programming.

-- Disney Channel "High School Musical" - Mattel Games announces the "High School Musical" DVD Game - the newest addition to Mattel's DVD games portfolio. "High School Musical" fans can now enjoy the smash hit with this new DVD/board game featuring video clips from the movie, plus original outtakes and all of the memorable songs and dances that kids love.

-- Benetton - A second-year expansion with a new fall/winter 2006 collection and new Barbie(R) loves Benetton dolls, inspired by the line, will be sold in stores alongside the fashions.

-- Barbie Luxe(TM) - New designers Chronic Industries and Jem Sportswear join a group of impressive style-setting designers including Anna Sui, Paper Denim & Cloth, and Jeannine Braden to add to the wildly successful adult collection of women's apparel and accessories.

-- adidas - Boys and babies alike will burn rubber with a new collection of Hot Wheels(TM) and Fisher-Price(R) co-branded footwear; both collections bring "play" into the mix with toy cars for boys and rattles for infants.

-- Elan - This first-time partnership fuses the best engineered ski and snowboarding equipment in the world with cool Barbie(TM) and Hot Wheels(TM) designs and hot performance features.

-- HEAD/Penn - Girls will serve a fashion "ace" with a new series of Barbie(TM) tennis racquets, bags and tennis balls.

-- Oregon Scientific - Kids will race into learning in style with the new Barbie(TM) B-Book(TM) and Hot Wheels(TM) Accelerator Laptop 5.0 featuring a range of entertaining and engaging activities including vocabulary, mathematics, memory, logic, games and music - in both English and Spanish.

-- Puig Beauty and Fashion Group - This renowned designer fragrance manufacturer has translated the Barbie(R) brand essence of fun, energy and femininity into a second Barbie(TM) Eau de Toilette fragrance, and will launch a new fragrance, understatedly named "B," in the Fall.

-- Britax - Parents know that the Fisher-Price(R) brand means exceptional quality, excellence and innovation and this new partnership is sure to keep babies cooing with a new line of babygear products ranging from car seats and strollers to coordinating travel systems.

-- Somerset Entertainment - This award-winning children's music CD program expands to include five DVD titles for Spring 2006. The Fisher-Price(R) music line combines the vocals of the brand's classic Little People(R) characters with engaging and entertaining music. To support this DVD initiative, Somerset is developing a new video interactive display that will allow consumers to sample video and music clips from the complete Fisher-Price(R) line.

Additional alliances for Barbie(R) include KIDdesigns and Waterjel; for Hot Wheels(R) include Troy Lee Designs, Bravo Sports/Variflex and Felt; and for Fisher-Price(R) include Simplicity for Children and Kuji Sports.

"Mattel Brands' licensing portfolio boasts the industry's top properties, most innovative programs and premier partnerships," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide. "With newly-integrated Fisher-Price(R), we are stronger than ever before and we'll continue to execute new, break-frame strategies in the licensing arena."

Mattel Brands' heritage is the longest and strongest in the industry with a collective 173 years of top brands and properties, including Barbie(R), Hot Wheels(R), Fisher-Price(R) and Polly Pocket(TM). Each key property is number one in its category: Barbie(R) is the number one fashion doll(3), Hot Wheels(R) is the number one die-cast mini vehicle(4), Polly Pocket(TM) is the number one small doll(5) and Fisher-Price(R) is the number one infant/toddler manufacturer(6). And, the company continues to grow its long list of "firsts" which include thriving in the online space, expanding into direct-to-DVD, partnering with a major Hollywood studio, aligning with two globally renowned sporting goods companies (HEAD/Penn and Elan) to extend their brands to the younger set, and executing a "couture" line with high profile fashion designers.

Last Updated: August 31, 2023 - 08:12