Tag Archives: mattel

Mattel taps Audi, Porsche, Land Rover, and Mercedes for Matchbox toy cars relaunch

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Mattel is launching an all-new range of Matchbox vehicles that will pay homage to the most iconic car manufacturers in Europe including Land Rover, Audi, Mercedes, and Porsche.

The new range from Matchbox will celebrate names from across the UK, Germany, France, Italy, and Russia, featuring 100 per cent licensed vehicles with authentic details found within the famous cars.

Created nearly 70 years ago by British inventor Jack Odell and continuing to sell more than 40 million die-cast vehicles each year, Matchbox is relaunching in several markets across Europe in 2021 with brand new product lines and packaging.

‘With a renewed focus on realistic adventure and authentic storytelling, Matchbox is highlighting what continues to make the classic toy relevant for today’s kids,’ read a statement form the firm.

For the new ‘Best of Europe Car Assortment’, Matchbox designers have worked to capture representative vehicles from across the region to pay homage to the design and culture of each country. Working with local teams in market, designers studied the most popular automotive manufacturers, types of vehicles, popular colors, decoration and details of various types of vehicles including rescue and construction such as ambulances and fire trucks.

“Matchbox first invented vehicle play as we know it almost seven decades ago, and we have taken inspiration from those original roots to evolve the brand for this next generation,” said Roberto Stanichi, global head of vehicles at Mattel.

“With this year’s brand relaunch, we’ve identified the values that have made Matchbox so enduring and focused the brand on encouraging kids to explore through realistic play and enhanced design. With captivating die-cast details and relevant play-sets based on the world kids see around them, Matchbox provides tools through play for even more open-ended adventures.”

Joe Sinclair, branded goods and licensing director, Jaguar Land Rover, said: “As long-standing partners of Mattel, it’s fantastic to have some of our most iconic vehicles feature in this new special edition Matchbox die cast range.

“Forming part of the star line up of the new Matchbox ‘Best of the UK’ series will be the Land Rover Defender, Land Rover Series II, Jaguar E-Type Coupe and Jaguar F-Type Coupe.”

Mattel reveals new Barbie partnership with Radio One broadcaster Clara Amfo

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Mattel has unveiled a new one-of-a-kind Barbie doll in the likeness of the popular broadcaster, Clara Amfo as part of the toy maker’s ongoing UK Barbie Role Model campaign.

Best known for hosting her Radio One show, Amfo has interviewed some of the world’s most prolific artists, from Jay-Z to Ariana Grande. She also hosts her own successful podcast, This City, in which famous friends tell their stories about London life.

On top of this, Amfo has also hosted coverage for Glastonbury Festival, The BRIT Awards, and the BAFTAs, as well as documentaries like Running with Grief in 2016, in which Amfo explored the impact of losing a parent.

Partnering with Amfo this year, Barbie will be encouraging girls to ‘raise their voice’ with a call to women and girls on why it is important to stand up for yourself and your beliefs, how to build confidence, and how young girls can be empowered to believe in their potential.

In summer last year, amid the shockwaves felt around the death of George Floyd, Amfo made a powerful on-air speech with a call to action for anti-racism that went viral. She became widely recognised as a powerful force for change across UK media, joining 15 other activists on the cover of the September issue of British Vogue.

Amfo said: “I have been lucky enough to experience some really special moments in my professional life and to say that I am honoured to be named a Barbie Role Model would be an understatement.

“There is so much power in being able to see yourself reflected positively in the world as an adult and it’s even more potent as a child. That power and the confidence that comes with it should only be protected and amplified.

“For me, having this doll represents the infinite possibility that I believe we all have a right to and my only wish it that it will do the same for anyone who sees her.”

Honouring female role models is one of the ways the Barbie brand is working to close the Dream Gap; the time when girls start to doubt that they can be anything. The Barbie Dream Gap Project is an ongoing global initiative that aims to give girls the resources and support they need to continue to believe in themselves.

One of the ways that Amfo and Barbie will be working together is in partnership with grassroots London project Milk Honey Bees and its mission to celebrate black girlhood by creating an expressive, safe space that allows young Black women and girls to flourish through one-to-one sessions and creative group projects.

Barbie will also be making a donation to Milk Honeybees to support a creative writing community project, launch a series of social videos spotlighting Milk Honey Bees and Amfo, to celebrate girlhood, and sponsor Milk Honey Bee’s first appearance at the Women of the World Festival on 13th March.

Meanwhile, Barbie will continue to highlight role models from around the world timed to International Women’s Day. The doll brand has so far highlighted the boundary-breaking stories of more than 60 historical and modern-day role models from diverse backgrounds and fields to help inspire the next generation to believe they can be anything.

In the UK, previous Sheroes include Dina Asher-Smith, Fastest Woman in British History, 2020. Sky Brown, Champion Skateboarder, 2020. Adwoa Aboah, Activist & Model, 2019. Nicola Adams, Boxer, 2018.

Global Sheroes include US Olympian Fencer Ibtihaj Muhammed, Filmmaker Ava DuVernay, Gymnast Gabby Douglas, Model and Body Activist Ashley Graham and Actress Zendaya.

Mattel teams with game developer Milestone to launch Hot Wheels Unleashed across PlayStation, Xbox, Nintendo, and PC

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Mattel has partnered with the global racing game developer, Milestone, to launch Hot Wheels Unleashed, an arcade-style racing game scheduled to launch across PlayStation, Xbox, Nintendo Switch, and PC.

The new title will see players drift, boost, jump, and crash on Hot Wheels’ recognisable orange tracks in various single player game modes. Gamers can also challenge friends in multiplayer races, both online and offline.

“We continue to focus on engaging consumers with our brands through gaming platforms,” said Andrew Chan, head of digital gaming, Mattel. “Hot Wheels is all about encouraging the challenger spirit and Hot Wheels Unleashed brings that mission to life for gamers of all ages.

“Milestone’s expertise in racing game development has enabled us to transform the Hot Wheels brand into a compelling console and PC gaming experience for both current Hot Wheels fans and gamers who may be rediscovering the iconic brand.”

Michele Caletti, executive producer at Milestone, added: “Like many other team members who worked on the game, I’ve been playing with Hot Wheels since I was a child, and today I’m still a hungry Hot Wheels fan and collector.

“This is the reason why we’re all so committed in delivering the purest and most authentic Hot Wheels gameplay experience ever in a videogame. We owe it to the Hot Wheels community and to our inner children.”

Hot Wheels Unleashed offers players the opportunity to drive the cars as if they were playing with the die-cast toys. The gameplay includes adrenaline-filled races, an extended choice of Hot Wheels vehicles with different attributes and rarity levels that players can customize with different skins.

Tracks in the game are also set within everyday life locations, with special track pieces and interactive items. The game also features a Track Editor, enabling players to customize tracks in any game environment and share them with the game’s community.

Hot Wheels Singles assortment was recently recognized as the 2020 Global Top-Selling Toy of the Year, according to the NPD Group. Fans can experience the brand, which originally debuted in 1968, through toys, consumer products, content, and both virtual and live events.

Mattel and Milestone are introducing a variety of different versions of Hot Wheels Unleashed globally.

Mattel moves into Berlin’s Potsdamer Platz with family entertainment venue Mission: Play

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Mattel has moved into Berlin’s Potsdamer Platz to open its first European entertainment experience, Mission: Play, a 4,000 square meter family entertainment centre in the middle of the capital’s tourist sector.

The toy brand’s latest enterprise will arrive as part of the redevelopment plans of the Arkaden shopping centre as it looks to bring in around 90 new shops, restaurants, and major names in sport and entertainment.

The new Mattel venue will house themed areas for Barbie, Hot Wheels, and Mega Bloks, and will boast an array of physical and digital play experiences, as well as edutainment, events, and experiential retail.

The site will be developed by iP2Development and operated by Planet Leisure Germany.

Roger Houben, CEO at the Amsterdam-based iP2Development, said: “Lifestyle malls such as Potsdamer Platz have a need for a diversified offering of entertainment where we aim at the high end of the offering. Our partnership with Mattel reimagines the indoor entertainment centre experience and the gamification system will be delivering all the fun challenging elements found in games to drive customer engagement and repeat visitation.

“We are creating a meaningful community for the children where they will learn by having fun, all the playful activities heighten creativity, boost critical thinking and improve collaborative and communicative skills.”

Mattel and Nickelodeon partner for Monster High TV series and TV movie musical

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Mattel and Nickelodeon have drawn up plans to produce a new animated series and live-action television movie musical based on the popular toy franchise, Monster High – a brand centered on the children of some of pop culture’s most notorious monsters.

The new series will follow the story of Clawdeen Wolf, Draculaura, and Frankie Stein as they navigate high school in the hallowed halls of Monster High. The series will be available globally across Nickelodeon platforms with a scheduled premiere date of 2022.

Similarly, the movie musical event, which marks the first time Monster High will be brought to life in live action, will be available on Nickelodeon platforms globally next year.

“Monster High’s strong message of inclusivity is more relevant than ever,” said Fred Soulie, general manager, Mattel Television. “Nickelodeon shares our passion for the brand and its purpose having worked on the franchise when it first launched more than a decade ago. They are the ideal partners to bring these beloved characters and their stories to life through episodic television and the live-action television movie.”

Ramsey Naito, president of Nickelodeon Animation, added: “These classic monsters have always captured kids’ imaginations and we are so excited and proud to welcome Monster High to our brand for a new generation of kids.

“We have terrific partners on board at Mattel to create original content in different formats, and, with the expertise of the Nick creative team helmed by Claudia Spinelli on the animation development side, and Zack Olin and Shauna Phelan on the live-action side, we can’t wait to showcase the comedy and adventure of these characters as they defy expectations and take on the world.”

Adam Bonnet, executive producer, Mattel Television, said: “We could not be more excited to work with Ramsey, Claudia, Zack, Shauna, our writers and the entire Nickelodeon animation and live-action teams to introduce Monster High to a new audience.

“This property has always resonated deeply with fans and our reimagination of the franchise will focus on addressing important themes of identity and empowerment for kids today.”

The Monster High series and movie musical event join other Mattel Television content in production, including series and specials based on Barbie, Masters of the Universe, Thomas & Friends, Polly Pocket and Fireman Sam, to name a few.

The forthcoming Monster High series and movie underscore a key element of Nickelodeon’s content strategy, to build and expand the worlds of enormously popular franchises such as Star Trek, SpongeBob SquarePants, Henry Danger, Big Nate and Real Pigeons Fight Crime among others, to give audiences more of what they love.

Production on the Monster High animated TV series is overseen for Nickelodeon by Claudia Spinelli, senior vice president, Animation Development. Shea Fontana (Polly Pocket, DC Super Hero Girls) is serving as the showrunner. Jenny Jaffe (Big Hero 6: The Series, Rugrats) and the writing team of Greg Erb and Jason Oremland (Princess and the Frog, Playmobil: The Movie) have been tapped to write the Monster High live-action television movie.

Monster High was first introduced in 2010 with a global fan base embracing its message of inclusivity. Beginning in 2022, Mattel will be refueling the franchise and introducing Monster High to a whole new generation of kids.

New York | Toy of the Year awards underscores big year for children’s licenses

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Pokemon, Super Mario, Star Wars The Mandalorian, and PAW Patrol are just some of the leading children’s brands to have won big this weekend when the annual Toy of the Year awards hosted an all-virtual event to reveal its winners.

A tussle of the titans ensued as the awards – recognised as the ‘Oscars of the toy industry’ – watched global toy makers LEGO and Mattel emerge with no fewer than four award wins each, with the likes of LEGO’s Super Mario play-sets and Mattel’s The Mandalorian The Child Plush thrust into the spotlight.

License of the Year went to Disney for The Mandalorian, while the Pokemon Trading Card Game took home Game of the Year. Pre-school Toy of the Year was swept up by Spin Master and its PAW Patrol franchise, while Playmibile drove home at 88mph with the Vehicle of the Year award for its Back to the Future DeLorean play-set.

“It’s an exhilarating feeling to be recognized for our relentless drive to push the boundaries of play,” said Anton Rabie, Spin Master’s chairman and co-chief executive officer of the firm’s win in the Pre-school Toy of the Year category.

“Every year our incredibly talented team, in collaboration with our amazing community of external inventors, raises the bar on innovation with the purpose of developing magical moments and experiences for kids and families around the world. Together, we’re committed to reimagining where imagination can take us.”

Meanwhile, in a surprise announcement, two winners were chosen for the People’s Choice Award; Story Time Chess (Story Time Chess), a classic game re-imagined for the youngest of players, and The Original Spawn Action Figure and Comic Remastered (McFarlane Toys), a fan-favourite that has its roots in Kickstarter success.

Toy of the Year Awards were handed out in 16 categories. The winners are:

Action Figure of the Year: Fisher-Price #ThankYouHeroes Line (Mattel)

Collectible of the Year: LEGO Super Mario Character Packs (LEGO)

Construction Toy of the Year: LEGO Star Wars The Razor Crest (LEGO)

Creative Toy of the Year: Crayola Colors of the World Crayons (Crayola LLC)

Doll of the Year: Barbie Color Reveal (Mattel)

Game of the Year: Pokémon Trading Card Game Battle Academy (The Pokémon Company International)

Infant/Toddler Toy of the Year: Fisher-Price Laugh & Learn Grow-the-Fun Garden to Kitchen (Mattel)

Innovative Toy of the Year: Star Wars: The Child Animatronic Edition Toy (Hasbro)

License of the Year: Star Wars: The Mandalorian (Disney)

Outdoor Toy of the Year: Ultimate Go-Kart (Radio Flyer)

Playset of the Year: LEGO Super Mario Bowser’s Castle Boss Battle Expansion Set (LEGO)

Plush Toy of the Year: Star Wars: The Mandalorian The Child 11” Plush (Mattel)

Preschool Toy of the Year: PAW Patrol Dino Patroller (Spin Master)

Specialty Toy of the Year: LEGO Ideas Grand Piano (LEGO)

STEAM Toy of the Year: Mega Cyborg Hand (Thames & Kosmos)

Vehicle of the Year: PLAYMOBIL Back To The Future DeLorean (PLAYMOBIL)

Steve Pasierb, president and CEO of The Toy Association, said: “From 117 outstanding finalists to this year’s TOTY winners, to Hasbro’s Toy of the Year Award and two unique People’s Choice winners, each underscores the joy of play in uncertain times, the togetherness of family game night, as well as the swiftly-evolving retail and e-commerce landscape.

“The TOTYs continue to reflect the toy and play community’s passion and perseverance, all while honoring the richly deserving Hall of Fame inductees. It also raises vital funding for The Toy Foundation as it embarks on impactful new programs supporting children’s hospitals and driving diversity, equity, inclusion, and access in the toy industry. We thank the independent expert judging panels and the tens of thousands of individuals who voted this year.”

During the event, four toy industry visionaries were also officially inducted into the esteemed Toy Industry Hall of Fame. This year saw Philip Bloom, founder and former publisher of The Bloom Report; William C. Killgallon, chairman of the board at The Ohio Art Company; Pleasant T. Rowland, founder of American Girl, a division of Mattel, Inc.; and the late Margarete Steiff, founder and creator of Steiff were all inducted.

Read more about the Hall of Fame inductees here.

More than 500 TOTY Award nominees poured in late last summer. Of those, 117 finalists were selected by a panel of expert judges. Category winners were then determined based on votes from toy retailers (mass and specialty), media, Toy Association members, and consumers.

The “Toy of the Year” winner was determined by an expert panel that discussed all the finalists before rendering a decision based on TOTY votes, holiday sales, and media buzz (traditional, online, and social).

The “People’s Choice” award winners were uniquely selected by online consumer votes. All results were audited for accuracy, including the judging and voting process, and The NPD Group validated marketplace acceptance. Descriptions of all TOTY finalists can be found at ToyAwards.org.

Mattel achieves ‘best performance in years’ as Barbie and Hot Wheels fuel Q4 and full year success

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Mattel bosses have hailed the company’s fourth quarter and full year 2020 financial results as ‘its best performance in years,’ having beaten all expectations to see Q4 net sales up ten per cent and full year sales increase by 2 per cent to hit $4,584 million.

Sales of the company’s fashion doll brand, Barbie, as well as the continued popularity of Hot Wheels in the Vehicles sector, and Mattel’s portfolio of games fueled much of the fourth quarter success for the company across both its domestic North American and international markets.

Q4 net sales in the North America segment increased 13 per cent, primarily driven by growth across Dolls, Infant, Toddler, and Pre-school, Action Figures, Games and Other. Meanwhile, net sales in the international segment saw a lift of seven per cent.

For the full year 2020, net sales in North America were up seven per cent versus the prior year, but the international market saw a dip of four per cent due to declines in Infant, Toddler, and Pre-school sales, as well as action figures, building sets, and vehicles.

The decrease was partially off-set by growth in the dolls category that was driven primarily by Barbie.

Across the EMEA market, Year on Year growth was 12 per cent in constant currency, representing double digit gains across two of Mattel’s largest markets in North America and EMEA. It’s according to the NPD Group that Mattel outpaced the industry in Q4 last year, growingg approximately five times faster than the industry for the year.

Ynon Kreiz, chairman and CEO of Mattel, said: “This was a banner quarter for the company with our best performance in years. In the midst of a pandemic and very challenging market conditions, our results exceeded expectations, with another major upswing in topline and a significant increase in profitability, as we gained global market share and continued to transform Mattel into an IP-driven, high performing toy company.

“The fourth quarter and full year demonstrated the resilience of the toy industry and the priority that parents place on quality toys, trusted brands and purposeful play.

“Our momentum was driven by the quality and breadth of our product offering, enduring strength of our brands, highly efficient supply chain, world-class commercial capabilities and very effective demand creation, in close collaboration with our retail partners. The continuous improvement in our performance puts us in a strong position from which we believe we can accelerate our growth.

“I could not be more proud of the entire Mattel global team for having stepped up in an extremely tumultuous year to support our consumers, customers, business partners and communities where we live and work.”

Mattel’s CFO, Anthony DiSilvestro, added: “Mattel delivered another outstanding quarter of double-digit growth with broad-based gains across the portfolio and continued improvement in gross margin, and we are pleased with our performance for the full year.

“With a strong finish and positive start to 2021, we are providing guidance for the new year reflecting continued improvement in both our top and bottom line. Mattel also stands to benefit from our newly announced Optimizing for Growth programme and we believe we are well-positioned to continue this momentum.”

The Optimising for Growth programme aims to streamline key processes at the toy maker and is expected to deliver in aggregate $250 million of incremental cost savings by 2023.

Mattel and rapper Lil Yachty to co-produce UNO live-action comedy heist film

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Mattel’s best-selling family card game, UNO has landed its own live-action motion picture, the global toy maker has revealed, tapping the Grammy-nominated rapper Lil Yachty to co-produce.

The toy maker’s entertainment division, Mattel Films has confirmed that the production will work from a screenplay for an action heist comedy, set in the underground hip hop world of Atlanta. Robbie Brenner, executive producer, and Kevin McKeon, supervising producer, will lead the project for the company.

In addition, Quality Control’s Kevin “Coach K” Lee, Pierre “P” Thomas and Brian Sher will produce for Quality Films.

“At Mattel Films, we are looking to explore stories that bring our brands to life in unexpected ways,” said Brenner. “UNO is a game that transcends generations and cultures and we look forward to partnering with Lil Yachty, as well as with Coach, P and Brian Sher, to transform the classic UNO game into a comedic action adventure.”

“I’m so excited to be part of this film with Mattel,” added Yachty. “I played UNO as a kid and still do today, so to spin that into a movie based on the Atlanta hip hop scene I came out of is really special. It hits close to home for me.”

Conceived in 1971 in a barbershop in Cincinnati, Ohio, UNO was created as a way for families to spend time together, and quickly became a household staple. Five decades later, UNO, now available in over 80 countries, has grown into a global sensation that offers fans of all ages a variety of innovative card-based and digital games.

In celebration of UNO’s 50th anniversary this year, Mattel is releasing one of the brand’s largest product lines offering new twists on gameplay, is planning a global UNO Tournament and is collaborating with a variety of iconic names across art, fashion, sports and more.

UNO joins other Mattel Films projects in development including movies based on American Girl, Barbie, Barney, Hot Wheels, Magic 8 Ball, Major Matt Mason, Masters of the Universe, Thomas & Friends, View Master and Wishbone.

Mattel’s Whac-A-Mole strikes TV game show deal with Fremantle

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Whac-A-Mole has become the latest Mattel toy property to receive the TV treatment as the television production outfit, Fremantle, prepares to develop a new game show based on the title.

The move comes amid a slate of TV licensing announcements from Mattel, including the most recent partnership with Propagate to develop a game show based on the family card game UNO.

According to reports, the Whac-A-Mole game show will turn the popular Mattel title – and regular fixture of the arcades and amusement park scene – into an elimination competition during which opposing teams will use their skill, strength, and endurance to become the ultimate Whac-A-Mole champion.

The unscripted series will incorporate life-sized Whac-A-Mole, races and obstacle courses.

Whac-A-Mole popped into life in 1976 as an arcade game before being turned into a tabletop game in 2009. This year, Mattel will be re-releasing the tabletop game and launching a new card game Whac-A-Mole Match-A-Mole.

“Whac-A-Mole is a beloved, action-packed arcade game with a deep fan following, and the interactive nature and comedic energy of the game makes it a great franchise for episodic television,” said Adam Bonnett, executive producer, Mattel Television.

“Jayson and the team at Fremantle have had unparalleled success creating iconic reality television series and are the perfect partners to help us bring this classic game to life in new ways.”

Jayson Dinsmore, president of alternative programming and development, Fremantle, added: “We’re so excited to have the iconic Whac-A-Mole brand as our newest playground.

“Partnering with Mattel to bring this classic game to television in a dynamic and synergistic life-sized world is a dream come true.”

Mattel’s Barbie launches new diversity ranges as its named gobal toy property of the year by NPD

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Having recently been named the 2020 top global toy property of the year and the number one fashion doll in the UK by the NPD Group, Mattel’s Barbie is pushing forward with its mission to represent global diversity and inclusivity further within the fashion doll aisle.

Through new additions to its Fashionistas line-up, the Barbie brand now welcomes its latest inclusivity push with Ken in a wheelchair, Ken with rooted hair, and a Barbie with lighter skin with vitiligo.

The Barbie Fashionistas line is recognised as the doll brand’s most diverse and inclusive range with more than 175 looks, offering children a variety of skin tones, eye colours, hair colours and textures, as well as body types and fashions to choose from. The latest additions to the range are reflective of the responsibility that Mattel takes in broadening the fashion doll brand’s diversity by bringing new inclusivity to the Ken doll collection.

The new diverse range will be available across the UK from this February. The brand will also be rolling out new product packaging that includes a reusable bag for kids to carry their dolls and improve portable play.

“As Barbie accelerates to new heights as the number one global toy property and holds as the number one fashion doll property, the message is clear that Barbie brand is more relevant than ever,” said Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel.

“As the most diverse fashion doll line on the market, we take great responsibility in better reflecting the world around us and know there are many positive benefits to exposing children to dolls with different skin tones, hair types, abilities and more.

“We are proud to offer an even wider range of diverse choices with the latest Barbie Fashionistas line so more kids see themselves reflected in our doll line.”