VEGAS 2012: Mattel reveals big new partnerships

Toy giant teaming up with firms including Just Play, Rubie?s, Saban and more for various products.
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Mattel is introducing a host of new licensing deals at the 2012 Licensing International Expo.

The toy giant has struck licensing partnerships with several companies who will work on a host of products based on some of Mattel’s biggest brands.

A new Barbie apparel collection, produced by The Bentex Group, will launch in 10,000 stores across the globe. This will launch in the US in Walmart and Kmart this autumn. 

Just Play will produce a range of Barbie branded role-play toys, while Rubie’s Costume Company will produce Monster High costumes. 

Little, Brown Books for Young Readers will work on a new Monster High book series, while Random House Children’s Books will publish a line of commemorative Barbie books.

In terms of sporting goods, Kent International will produce metal trikes and bikes for Fisher-Price, Dynacraft is making a Barbie Bling it Bike and Hot Wheels Turbo Revvin’ Rev Grip Bike.

Saban Brands and Mattel have teamed up to produce a line of Power Rangers-inspired Hot Wheels vehicles, due 2013, and The Canadian Group will introduce a line of Fisher-Price infant and pre-school puzzles from June 2012.

A deal with Najarian Furniture Company will see Barbie-inspired furniture arrive this autumn, while Biotropic Corporation will bring Hot Wheels-branded personal care products such as tyre-shaped hair gel.

"Extending our intellectual property to build lifestyle brands continues to be a key focus for us," said Rosa Zeegers, senior VP for 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."

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