Barbie links with Balmain for fashion collection and NFTs

Mattel has announced a collaboration between its Barbie brand and French luxury fashion label, Balmain. Developed as a celebration of both Barbie and Balmain’s combined impact on fashion and greater culture, the two brands are launching a new global ready-to-wear fashion and accessories collection. 

The venture also marks the first time Barbie is entering the digital art world. Together, the two entities are dropping three one-of-a-kind NFTs of distinctive Barbie and Ken avatars. Styled in complete looks from Balmain’s designs, each is accompanied by a one-of-a-kind bespoke set of Barbie-sized Balmain pieces, creating a unique digital and physical art collection.

These Barbie x Balmain NFTs will be available exclusively through Mattel Creations, via an online auction hosted on mintNFT.

From a nostalgic 1990’s-era Barbie logo to a “Barbie pink” Pantone to Barbie’s iconic packaging,  the Balmain 50+ piece collection intertwines the toy’s signatures with the label’s hallmarks, like its marinière and Labyrinth patterns.

To mark the partnership, Barbie and Balmain have a launched digital campaign, which depicts the ready-to-wear and accessories collection on Barbie avatars.

For more information on the Barbie x Balmain collaboration and to join the Barbie x Balmain MintNFT fireside chat on 1/11, visit NFT.MattelCreations.com. The Barbie x Balmain ready-to-wear and accessories line will be available for purchase at Balmain stores, balmain.com, Mattel Creations and retailers worldwide beginning January 13.

Pokémon’s 25th birthday celebrations continue with Selfridges toy-space takeovers

The Pokémon Company International has taken over part of Selfridges’ toy space in three UK stores.

The pop-up activation, which launched on December 13 and will run until the end of January, forms part of the final celebrations of the yearlong celebration of the brand’s 25th anniversary.

Special branded areas have been created at the Selfridges stores on Oxford Street in London, in Birmingham’s Bullring and in the Trafford Centre in Manchester, to promote the Pokémon range in-store and provide a fun and immersive experience for fans of all ages. In addition to a wide selection of Pokémon products, the activation also offers great photo opportunities, including costume character visits to the Oxford Street store

The Pokémon spaces have a Pikachu motif — the iconic Pokémon has been the face of the 25th anniversary. Its bright yellow image can be seen on displays and shelving, as well as digital screens that share promotional content from the different Pokémon brand pillars.

Winner of Best Gaming Licensed Property at the 2021 Licensing Awards, Pokémon is offering a wide range of product across the pop-ups, including special 25th anniversary items.

On display are toys from Jazwares (distributed by Character Options), including an exciting relaunch of the volcano-themed backpack playset, as well as new silver figurines and Pokémon plush. Construction sets from Mattel, collectibles from the Wand Company and Funko Pop! exclusives are also available. The Wand Company’s new Poké Balls feature their latest release, the Dusk Ball replica, while new Funko Pop! Pokémon include silver metallic anniversary figurines.

The new launch from the market-leading Pokémon Trading Card Game is also available. Pokémon TCG: Celebrations commemorates 25 years of the brand and includes remakes of classic TCG cards. Jointly featured is the newly released Sword & Shield—Fusion Strike expansion.

“We are delighted to team up once more with Selfridges for this exciting activity,” says Mathieu Galante, Licensing Director (EMEA) forThe Pokémon Company International. “We have had an amazing year as we’ve celebrated our 25th anniversary and there could be no better way to conclude the festivities than with this takeover in such a prestigious store. We’re sure fans old and new will be thrilled with what’s on offer when they visit these fun and vibrant Pokémon pop-ups.”

The takeover follows a successful collaboration with Selfridges in 2018, at its flagship Oxford Street store, which featured a branded wall, exclusive merchandise and a special event.

Yahoo Ryot Lab, Charli Cohen and Selfridges create virtual 3D experience for limited edition Charli Cohen x Pokémon collection

Universal Brand Development prepares for the return of Minions in summer 2022

Illumination’s Minions: The Rise of Gru, the long-awaited next installment of the most successful animated franchise in history, is set to hit cinemas across the globe in July 2022.

In anticipation, Universal Brand Development (UBD) is pulling out all the stops to support the new feature film with global toy partners Mattel and The Lego Group. The toy collection will feature fresh new looks of action figures, construction sets, electronics, plush, collectibles and playsets. Other partners include Topps, Asmodee, Ravensburger, Clementoni, Posh Paws, Danilo and Boxine.

During last year’s 2020 lockdown, Minions’ global popularity in the international grocery sector, which remained open, kept the beloved characters front-of-mind. The franchise has shown continued strength throughout Europe in FMCG, food, personal care and beauty categories and UBD is planning a broad-based programme in a number of categories with Yazoo, Brioche, Pez, Danone, Volvic, Perfetti Van Melle, Colgate, Avon, BIP and Glamglow.  Softlines will also be a focus as Minions: The Rise of Gru sparks further interest in the franchise.

With a roster of local agents around the globe, UBD is taking a tailored approach to retail activations and licensing and merchandising opportunities. It is a formula that has consistently delivered results, establishing Minions as a powerhouse brand.

Last summer, UBD developed a number of online-only events and promotions including the Free the Fun digital pop-up event in the UK that included giveaways and prizes that enlisted top-tier UK grocers including ALDI, ASDA, Sainsbury, Tesco, as well as toy stores Smyths, The Entertainer and Hamleys. Leading up to the film’s release in 2022, UBD’s promotional and marketing efforts will be doubled as the pent-up demand and anticipation for all things Minions is expected to be huge.

 

Barbie and Rue des Mille launch “Just As You Are” campaign and jewellery line

Ahead of BLE, Barbie has debuted a new parter in Italian jewellery brand Rue des Mille.

Barbie’s can-do spirit, which exhorts girls to believe “You Can Be Anything”, is at the heart of the new jewellery line’s “Just As You Are” campaign, which stars real women living authentic lives.

Rue Des Mille’s aim is to tell stories through its collections, “transforming dreams into elegant, fun and versatile accessories”. Designed for adults, the special-edition Rue des Mille for Barbie collection will be distributed online and in concessions across Italy, from this week.

The collection is comprised of 10 fashion-forward pieces inspired by Barbie, including hoops, a chunky link bracelet, a velvet choker, rings, and more.

The campaign is fronted by Italian dancer Giulia Stabile, whose unique personality and dance moves have dazzled on TV shows and marked her out as a rising star.

“Barbie is more than an icon; it is also a brand with which we share visions and values,” says Federica Pieroni, Marketing Director of Rue des Mille. “Our jewels have always tried to illuminate the modern women who make their dreams reality, without ever forgetting their style and identity.”

“I am thrilled to announce the partnership with Rue des Mille,” says Andrea Ziella, Head of Marketing & Digital at Mattel Italia. “Since her debut in 1959, Barbie has become an international icon and muse.  Today, Barbie is the world’s number-one fashion doll and continues to spark imaginations and influence conversations. From female firsts to famous collaborations, Barbie is a reflection of the times – a snapshot of pop culture. Our new partnership encourages imagination and creativity and we are proud of this collection which allows fans to express themselves also through fashion.”

 

UNO teams up with Nike and Giannis for a Wild Product Collection

Mattel is dropping the first-ever collaboration between UNO and Nike, featuring a product line developed in coordination with the 2019-20 Kia NBA Most Valuable Player and UNO fan, Giannis Antetokounmpo.

“I want every product to be genuine and authentic, and playing UNO with my brothers is a big part of our lives,” says Antetokounmpo. “The Nike team has done a great job bringing my ideas to life, and I think they’ve created something for every Nike, UNO and basketball fan in this collection.”

“Working with Nike and Giannis to design and curate this collection was truly an honour, and this collaboration shows how UNO can bring people together, including the Antetokounmpo family,” said Ray Adler, Global Head of Games, Mattel. “Partnering with this iconic brand and world-renowned athlete is the perfect celebration of UNO’s 50th anniversary.”

The collaboration features details that celebrate Giannis and his family’s love of UNO, incorporating the game’s iconic colors, design elements and a special 3-4 card design into the products, a footwear line, apparel capsule and branded UNO deck.

The footwear line features Nike’s signature Zoom Freak 3, Air Force 1 and Offline with UNO colorways and Giannis’s design. There will also be a Zoom Freak 3 Member-only black colorway with an UNO 50th anniversary logo on the tongue and wild cards across the toe, plus fun primary color hits to complete the UNO look.

The special-edition Nike apparel capsule includes a classic cotton t-shirt and hat with Giannis’s number displayed. The footwear line and apparel capsule will be sold on Nike.com in the coming months.

A Giannis-branded UNO deck will also debut, featuring a new rule where players can “force a turnover” to steal an extra discard. The deck will be sold on Mattel Creations and NTWRK starting November 11.

As a part of the collaboration, the UNO! mobile app will integrate the Giannis-branded UNO deck to use on iOS and Android devices. With the cards, players can use the “force a turnover” rule and decorate their profiles with themed rewards. The cards and other rewards will be available during the UNO x Giannis in-app event from November 1 through November 30.

Fans can visit @UNO, Nike and @MattelCreations and for more information.

Barbie and River Island collaborate on new girlswear collection

Barbie and high-street retailer River Island have teamed up to launch a new girlswear collection. This marks the second collaboration for the brands, following the sell-out success of their first partnership.

The collection is inspired by sports athleisure and features lush pink velour tracksuits, sporty crop tops, trainers, leggings and hoodies, including sets that are designed to be worn together or mixed and matched. Key pieces feature Barbie motifs and slogans such as ‘You Go Girl’ and ‘Stay Strong’, designed to empower mini fashion icons.

Gemma Daniels, Mattel’s Head of Softlines EMEA says: “Barbie’s appeal transcends categories and ages, and following the successful launch for Barbie’s 60th, we are excited to partner with River Island once again to offer a fashion-forward collection of kids’ apparel that will excite girls and mums alike.”

The collection will launch with a dedicated social campaign featuring River Island’s ‘mini-insiders’ modelling their favourite looks from the collection.

Barbie x River Island is available now online and in selected flagship stores. Prices start at £15.

WWE and Mattel extend global partnership

WWE and Mattel have announced a multi-year extension of their global master toy licensing agreement. The extended partnership includes exclusive rights around Action Figures, Action Figure Accessories and Kids Toy Title Belts.

The portfolio of innovative toys that Mattel and WWE have developed together since 2009 are currently stocked in more than 50 global markets around the world. WWE Action Figures have ranked as the No. 1 action figure property in the US and consistently hold a top ranking.

Mattel’s WWE Basic Action Figure Series is the longest-running continuous action figure assortment in history. Over the years, WWE and Mattel have launched multiple collaborations such as WWE and Ghostbusters and WWE and Masters of the Universe.

“Mattel is a true industry leader that continues to surprise and delight our fans around the world with innovative and creative WWE products that drive significant revenue for our retail partners,” says Sarah Cummins, WWE Senior Vice President, Consumer Products.

Nick Karamanos, Senior Vice President of Entertainment Partnerships, Mattel, adds: “We are very pleased that WWE has once again chosen Mattel to help bring its storied history and characters to children and fans around the world. WWE is an important partner, and we look forward to continuing our relationship for years to come.”

Mattel announces licensing agreement for Disney and Pixar’s upcoming feature ‘Lightyear’

Mattel has announced that it has entered into a licensing agreement for Disney and Pixar’s Lightyear, the origin story of Toy Story’s Buzz Lightyear. Through the agreement, Mattel has global (excluding Japan) licensing rights to develop a line of toys for the Lightyear franchise, including action figures, playsets, role play, vehicles, preschool, games, plush, value figures, novelty, and more. The collection is expected to launch at retailers across the globe beginning June 2022.

The new licensing agreement builds on Mattel and Disney’s existing licensing relationships for Disney and Pixar’s Toy Story and Cars franchises, among others.

“At Mattel, we treat our licensors’ properties as if they were our own,” says Richard Dickson, President and Chief Operating Officer, Mattel. “For more than 15 years, Mattel has collaborated with Disney and Pixar to bring their amazing content to life with our innovative products and marketing initiatives. We are excited to further that collaboration by introducing a line of toys and play experiences for fans of all ages to enjoy, to infinity and beyond.”

Lightyear is a sci-fi action-adventure and the definitive origin story of Buzz Lightyear (voice of Chris Evans) – the hero who inspired the toy. The film reveals how a young test pilot became the Space Ranger that we all know him to be today. Lightyear, directed by Angus MacLane (co-director of Finding Dory), will be released in cinemas on June 17, 2022.

Polly Pocket magazine to hit UK shelves on 22 October

Signature Publishing has teamed up with Mattel to launch the official Polly Pocket magazine, a brand-new magazine dedicated to the iconic toy line and animated TV series.

With over 30 years of legacy and 17m+ compacts sold worldwide, Polly Pocket, the original micro doll, is currently the fastest growing playset doll property, with toy sales up 40 per cent. The animated series by Mattel Television and WildBrain has been a huge success, amassing over 3 billion minutes of watch time, and is available on Netflix, YouTube and Amazon Prime. Two new series are currently planned, along with a feature film due for cinematic release.

Polly Pocket magazine follows the adventures of Polly and her friends and is jam packed full of puzzles, games, colouring and crafts. Every issue will feature adaptations of the mega popular Polly Pocket TV episodes, and will come with bespoke Polly Pocket toys.

“Polly Pocket has proved to be a really enduring toy property with a long legacy – just as you’d expect from Mattel, the creator of Barbie – and is now bigger than ever,” says Amanda Clifford, Signature Publishing’s Editorial Director. “It’s a fabulous brand to create a stand-alone magazine and we know that the magazine is going to be hugely popular with children and parents.”

Polly Pocket magazine will be available to buy nationwide at all good supermarkets and newsagents from 22 October, with the first issue priced at £5.99.

 

Polly Pocket magazine to hit UK shelves on 22 October

Signature Publishing has teamed up with Mattel to launch the official Polly Pocket magazine, a brand-new magazine dedicated to the iconic toy line and animated TV series.

With over 30 years of legacy and 17m+ compacts sold worldwide, Polly Pocket, the original micro doll, is currently the fastest growing playset doll property, with toy sales up 40 per cent. The animated series by Mattel Television and WildBrain has been a huge success, amassing over 3 billion minutes of watch time, and is available on Netflix, YouTube and Amazon Prime. Two new series are currently planned, along with a feature film due for cinematic release.

Polly Pocket magazine follows the adventures of Polly and her friends and is jam packed full of puzzles, games, colouring and crafts. Every issue will feature adaptations of the mega popular Polly Pocket TV episodes, and will come with bespoke Polly Pocket toys.

“Polly Pocket has proved to be a really enduring toy property with a long legacy – just as you’d expect from Mattel, the creator of Barbie – and is now bigger than ever,” says Amanda Clifford, Signature Publishing’s Editorial Director. “It’s a fabulous brand to create a stand-alone magazine and we know that the magazine is going to be hugely popular with children and parents.”

Polly Pocket magazine will be available to buy nationwide at all good supermarkets and newsagents from 22 October, with the first issue priced at £5.99.