VEGAS 2011: Mattel sees licensing as 'key tent pole' in its future

New deals for key brands including Hot Wheels, Barbie, Fisher-Price and Monster High also revealed.
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Mattel is showcasing it portfolio of evergreen brands and new properties at the Licensing International Expo, as it revealed that licensing is a key part of the firm's future.

Rosa Zeegers, SVP, Mattel Global Consumer Products Licensing, commented: "By leveraging the global strength of our vast stable of brands, we are able to bring unique branded experiences to kids and adults alike.

"Our strong relationship with partners and retailers around the world allows us to leverage our scale and build local programmes that make sense market by market."

Mattel has also announced a number of new partnerships at the show:

Dreamwave, a division of Bentex, is on board to create a range of Monster High swimwear.

JEM Sportswear has signed up to offer a line of tween girls sportswear based on Monster High.

Komar Kids will produce sleepwear for the Monster High brand.

Barbie and Noir are teaming up to bring a line of accessories to girls.

Tokidoki will also be working with the Barbie brand to produce the 'Tokidoki loves Barbie' range of women's and girls apparel.

Fisher-Price is a new member of the United Legwear portfolio. The firm will be producing a range of baby booties, socks, tights, slippers and more.

Xcessory International is due to introduce a line of dress-up and role-play items based on the Monster High characters.

In publishing, Little Brown Publishing is on board will be offering its first editorial journal. Random House Children's Books, which has worked with Barbie for 50 years, will launch 25 digital titles throughout 2011 and Titan Magazines is a new partner for Barbie and is publishing the Barbie Magazine.

In the party and gifting category, Amscan has extended its deal to offer Monster High party goods as well as its existing dress up line.

Innovative Designs is a new partner for Mattel and will roll out a collection of journals, diaries and stationery for Monster High.

Singer-songwriter Jewel will collaborate with Fisher-Price and Somerset Entertainment to release a new album this autumn - The Merry Goes Round.

Rubie's is on board for the first time to bring Monster High Halloween costumes to market.

In the toy sector, Fashion Angels will inroduce Monster High branded DIY arts and crafts kits. The firm is also developing Hot Wheels art and crafts products.

Squinkies will team up with Barbie and Hot Wheels for new licensed products and finally, Rawlings has signed a deal to bring Barbie Tee Ball Bats to the shelves.

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