Tag Archives: mattel

Mattel has the power in new Masters of the Universe toy line reveal featuring UNO, Fisher-Price and Mega Construx

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Mattel has unveiled a new generation-spanning collection of toys, action figures, tabletop games and even a themed version of its popular card game UNO all based on the Masters of the Universe franchise, proving that the global toymaker really does ‘have the power.’

Revealed at this year’s virtual edition of Power Con, Mattel finally shed light on the much anticipated Masters of the Universe toy line for 2021, a launch that will coincide with the arrival of a new Masters of the Universe series on Netflix. And it’s a range designed to truly bring generations together.

For the first time, Masters of the Universe is launching in to the pre-school space with a line of Fisher-Price toys under the Little People moniker. The line-up of four figures features He-Man, Skeletor, Man-at-Arms, and Beast Man.

Mattel then begins to transition up the age groups with the introduction of a new action figure line from its Imaginext collection. The Fisher-Price Imaginext Masters of the Universe XL Action Figures line features a collection of super-sized 10-inch action figures including He-Man, Skeletor, and Beast Man.

Mega Construx comes roaring into play as the brand expands its Masters of the Universe offering with a reissue of last year’s Pro Builders Series Castle Grayskull. The 3,508-piece building set includes three floors featuring the Throne Room, Command Centre, Dungeon, Power Sword-activated Jawbridge, and more. It also includes six collectable micro action figures.

Meanwhile, the Mega Construx Masters of the Universe Skeletor Skull Assortment comes with three collectable Skeletor heads, each containing micro action figures and building materials.

Skeletor and Panthor signature sets complete the line up, alongside a Battle Ram vehicle with Tri-Klops and Mekaneck micro action figures.

Mattel has also got the gaming sector covered with a Masters of the Universe themed version of its hit game UNO. The new launch features vintage artwork from the franchise’s archives of oil paintings created by Williams George and Ruby Obero in the 1980s, tapping into the retro-revival with vintage appeal.

Finally, Mattel has also detailed the first tabletop roleplaying game to feature Masters of the Universe, introducing players to Legends of Grayskull. The launch is the result of a multi-year licensing deal with Fandom – the team that developed D&D Beyond – to produce a roleplaying game complete with a 250 page hardcover guidebook with pull-out maps, a digital companion app and toolset, a community content creation and sharing platform, and a ‘play programme that gives fans the chance to participate in a connected, living story with other players around the world.’

 

Intellivision lines up Mattel and Sesame Workshop partnerships for its gaming system reboot Amico

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Intellivision Entertainment, the video game industry pioneer and team behind the upcoming Intellivision Amico launch, has detailed significant additions to its game portfolio, as well as new licensing partnerships with the likes of Mattel and Sesame Workshop.

The latest partnerships were revealed in a virtual press event hosted by Tommy Tallarico, CEO of Intellivision Entertainment, who has made it his mission to bring families back into ‘community gaming’ through the Amico system, the modern reboot of the iconic Intellivision video game console. The console is scheduled for release in April 2021.

Tallaric revealed an extensive list of new Amico games, including Earthworm Jim 4, and new partnerships with Mattel to launch a racing game based on its popular Hot Wheels franchise, Sesame Workshop to develop a suite of educational Sesame Street games, and USAopoly (The Op) to bring interactive versions of its board games Telestrations and Blank Slate to life on the platform.

These announcements come on the heels of recently announced licensing deals with brands such as Major League Baseball, Evel Knievel and The American Cornhole League.

“The magic of Intellivision Amico is that it will bring families and friends together around gaming – something that the world could always use more of – and these new games and partnerships will be a critical part of that,” said Tallarico.

The company also announced its growing network of global retail and online partners including GameStop, Amazon, and Walmart.com among others. The new games and partnerships reinforce the conviction of Intellivision’s mission to reignite the family- and group-oriented benefits of multi-player gaming that were so prevalent at the dawn of the gaming era.

Finally, the company announced that, after painstaking efforts to overcome the myriad of obstacles and constraints imposed by the global pandemic, Amico’s target launch date will shift from October 10, 2020, to April 15, 2021.

“Despite unprecedented challenges, the accomplishments and progress made by our internal team, plus our incredible network of developers and partners, is nothing short of amazing,” said Tallarico. “Our primary focus is delivering a quality product, and we remain steadfast in our mission to bring family fun back to gaming with Intellivision Amico’s launch.”

Earthworm Jim 4 brings the legendary multi-award-winning side-scrolling game back exclusively for Amico, while  Intellivision and Sesame Workshop announced a series of educational titles that will utilize the unique Amico touch screen controllers, motion controls and couch co-op for the entire family to join in the learning and fun.

Meanwhile, Hot Wheels has ignited the challenger spirit around the world since the brand’s introduction in 1968. In a statement, Intellivsion said it was ‘beyond excited to have this spectacular brand be a part of the game repertoire, and it will challenge parents, kids and fans alike as they race to the finish line.’

‘Through its partnership with The Op, Intellivision will offer the laugh-out-loud party game, Telestrations. Families will be able to experience the joy of laughter and miscommunication while they sketch and guess silly drawings and words. Never before brought to the digital era, this party game will allow for entire families, from children to grandparents, to share a laugh and enjoy the fun,’ said the firm.

‘Another terrific board game coming from The Op to Amico is Blank Slate. This party game allows families to get in sync with one another as they attempt to fill in the blank with just one word to complete the phrase. When players guess the same word, they receive extra points. Blank Slate only takes moments to learn and its simplicity makes it fun for players of any age.’

 

Thomas & Friends celebrates International Friendship Day with interactive mosaic image

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Thomas & Friends unveiled a new digital artwork by renowned artist Nathan Wyburn to celebrate this year’s International Friendship Day on July 30th. The interactive mosaic image is made up of 400 pictures made by children from around the UK of themselves with their friends which they drew on their return to nursery and pre-school earlier this month.

The interactive mosaic image features a zoom function that allows viewers to look up close at each individual picture that collectively make up a gigantic image of Thomas, The Fat Controller and Royal engine Duchess based on a poster image of ‘Thomas & Friends: The Royal Engine’, the episode which aired earlier this year as part of the brand’s 75th Anniversary celebrations.

The successful 22-mins special featured an introduction from Harry, the Duke of Sussex and starred actress Rosamund Pike as the voice of royal engine Duchess and now has its own toy line available to buy in shops and online.

Children from around the country have shared their drawings of themselves with their best friends. Plus, some exciting friends of the brand including Peter Andre, whose son, Theo and daughter, Millie have also joined in the fun.

The picture also includes some well-known celebrity friendships, including Ant and Dec, Ed Sheeran and Stormzy, Geri Horner and Emma Bunton and Idris Elba and Dwayne Johnson. These images were drawn by Thomas & Friends book illustrator, Daniel Crisp and included in the digital artwork for people to hunt for at www.thomasfriendshipday.com

Claudia Caron, marketing manager at Mattel, said: “In this special 75th anniversary year for Thomas & Friends, we are celebrating friendship in as many ways as possible. This includes taking a look at what it means to be a good friend and how we can nurture these important relationships, so they bring us a lifetime of joy and happiness.

“We know how difficult it has been for children not being able to see their friends recently, so we wanted to commission this very special artwork made up of all their pictures to immortalise these special friendships, and to raise a smile amongst everyone who sees it during these challenging times.”

The partnership is also being supported with further marketing support, including digital and social activations.

 

Barbie unveils 2020 Campaign Team set to encourage girls into public leadership roles

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Mattel is pursuing its goal of exposing girls to future-shaping role models, this time with the announcement of its Barbie 2020 Campaign Team range, a new career set that focuses on characters in public leadership roles.

The new career set includes four diverse dolls with roles that make a winning public leadership campaign, including a candidate, a campaign manager, a fundraiser, and a voter. The aim is to show girls the importance of a political team working together to win.

With seven runs for office since 1992, Barbie has a long history of showing girls they can and should be in office. Ahead of the 2020 election, the brand is launching this new doll set alongside a full marketing program aimed at the next generation of leaders by highlighting the importance of voting and taking a stand and showing girls how to run a campaign.

The set highlights dolls of different ethnicities, including a Black candidate, to remind all girls they can lead from the polls to the podium.

“Since 1959, Barbie has championed girls and encouraged them to be leaders whether in the classroom, community or someday, of the country,” said Lisa McKnight, SVP and global head of Barbie and Dolls, Mattel. “With less than a third of elected leaders in the US being women, and Black women being even less represented in these positions, we designed the Barbie Campaign Team with a diverse set of dolls to show all girls they can raise their voices. Our goal is to remove barriers to leadership by giving girls the tools to imagine and play out their future roles.”

The brand has teamed up with She Should Run, a non-partisan non-profit that provides guidance and support to women considering a run for office. Together, Barbie and She Should Run are directly addressing the top barriers to girls’ leadership, which have been determined as self-limiting beliefs that are in line with what the brand seeks to address through the Barbie Dream Gap Project.

In addition to being a longtime partner, She Should Run is a recipient of funds from the Barbie Dream Gap Project and has dedicated resources in part to Help Her Lead, a course designed to support young girls, particularly girls of colour, in their pathway to political leadership by giving adult role models the resources and guidance to engage and inspire them early in life.

To effectively build political leadership ambition, role models can host intentional conversations about why it’s important to lead, demonstrate their own involvement through fundraising or volunteer efforts and role-play leadership activities, like giving a speech.

“With the upcoming elections and the current push for equality and representation, 2020 is an incredible time for us to inspire young women and girls to lead,” said Erin Loos Cutraro, founder and CEO of She Should Run. “Understanding the role we play in empowering our daughters is the first step – we have to have healthy conversations at home and encourage curiosity. By getting them excited today, we’re giving them the confidence to raise their voices and run for office tomorrow.”

Additional educational resources, including play ballots and printable activities, prompts for girls to write their own campaign speeches and more will be available on Barbie.com/CampaignTeam and a new “Ask Barbie” video will be live on the Barbie YouTube channel.

The Barbie Campaign Team, sold as a set, is available for $39.99 from major online retailers starting today.

Discovery Inc launches its Shark Week 2020 consumer products programme

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Discovery Inc has revealed its list of merchandising partner’s for its long-running summer event, Discovery Channel’s Shark Week 2020. The week-long programming event will air on Sunday, August 9th and run until Sunday, August 16th.

This year’s consumer products programme includes new and returning partners across apparel, accessories, toys, and publishing categories, with the likes of Build-A-Bear and Mattel on board for new toy ranges for 2020.

New in 2020, Smathers and Branson, the personalised accessories company, will launch a line of Shark Week themed hand-stitched needlepoint accessories including belts, hats, card wallets, koozies and key fobs in July available at SmathersandBranson.com. Meanwhile, the apparel company RSVLTS is joining Shark Week with men’s apparel, including short-sleeve button ups, neckties and pocket squares available on RSVLTS.com or through the @rsvlts Instagram in July.

Also new, men’s and women’s apparel company The Forecast Agency is debuting an apparel line at the end of July retailing at Urban Outfitters, PacSun and DesertDreamerLA.com.

Discovery has also lined up an extensive list of returning partners that includes Build-A-Bear and its Shark Week collection featuring the Great White Shark and Saw Shark, while Mattel is launching a Shark Week themed UNO this month. Bright Kingdom is returning with a line of shark play-sets, plush shark toys will be made available courtesy of Dandee, and Meredith is partnering with Discovery on a shark-themed bookazine called The Ultimate Book of Sharks.

On top of this, a number of accessories partners are returning for this year’s Shark Week. Knockaround Sunglasses is returning for a sixth year, launching its special release shark-themed sunglasses on Knockaround.com with a portion of the proceeds benefitting Oceana, a charitable organization dedicated to protecting and restoring the world’s oceans on a global scale, and Discovery’s charitable partner.

Sock Fancy is back for a third year with a line of unisex socks, launching in July on SockFancy.com. Freestyle Watches is back for year two with a new collection of its Classic Shark timepieces available with digital or analog movements launching in July at Freestyleusa.com, Ron Jon’s, Tilly’s, Zumiez and other fine retailers.

Freestyle will also be launching a limited series of its signature leash and clip watch straps made to accessorize Apple Smart Watches, launching in July and available exclusively at Freestyleusa.com

“Every year, we look forward to enhancing our viewers’ love for Shark Week by providing them with an appealing and diverse slate of merchandise,” said Carolann Dunn, vice president, consumer products licensing, Discovery, Inc. “Our goal is to allow shark lovers to go beyond watching shark-themed programming by wearing or playing with shark-themed products, and this year’s consumer products programming provides the opportunity to do just that.”

Each year, Shark Week takes fascinated viewers on a week-long journey to the depths of the sea to uncover the secrets of the ocean’s top creature. Found in 220 countries and territories around the globe, Shark Week is a pop culture phenomenon that thrills fans of all ages with dynamic programming around these often-misunderstood sea creatures.

Barbie launches health and beauty partnership with GlamGlow

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The health and beauty specialist, GlamGlow has teamed up with Mattel to unveil a new, limited edition with the fashion doll icon, Barbie, and the toy brand’s own GlamGlow beauty collection.

The new collection has been developed to celebrate self-confidence through self-care skin health, and features Barbie themed spins on popular lines in the GlamGlow range, including the Charcoal Clearing Treatment Mask, and the GlowStarter Mega Illuminating Moisturiser.

The fashionista is also lending herself to GlamGlow’s SuperMud, that helps draw out dirt, oil, congestion and impurities.

A press release read: ‘GlamGlow’s GlowStarter Mega Illuminating Moisturizer,-in Barbie Glow Getter custom shade, floods skin with lasting hydration while universally flattering Illuminating Pearls instantly blur, reflect and enhance the look of bare skin or makeup for an instant Hollywood glow.’

The Barbie Limited-Edition SuperMud retails at £44, and the Barbie Limited-Edition GlowStarter at £36. Both are available online now.

Mattel launches a free online resource for parents and children, Mattel Playroom

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Mattel has detailed the launch of the Mattel Playroom, a new, free online resource that features activities and content from across the company’s portfolio of brands, designed to encourage kids to keep playing while handling school closures, social distancing and self isolation measures.

American Girl, Barbie, Fisher-Price, Hot Wheels, and Thomas & Friends all feature in content delivered across the new platform that includes play-from-home information and tips for parents and caregivers. The Playroom will be updated in the coming weeks with additional content and experiences.

“Our mission to inspire, entertain and develop children through play is more important than ever,” said Richard Dickson, president and COO, Mattel. “We believe in the power of play and how essential it is for child development, especially in these difficult times when so much is in flux for kids and families. We recognise the unique challenges that parents and caregivers are facing right now both working and playing from home and have designed the Mattel Playroom to be a valuable resource for them.”

The Mattel Playroom will be updated weekly. At launch, the resource gives parents and caregivers easy access to content from Mattel brands including printable colouring pages and activities, free and ready-to-play games, crafting and DIY projects, animated, stop-motion and live-action videos and downloadable apps.

The new online hub will also feature learning-at-home tips in partnership with The Toy Association and insights from Mattel’s play experts.

Parents and caregivers also have the opportunity to join the social conversation by using #KeepPlaying.

Mattel takes up arms against COVID-19 as it focuses production on face masks and PPE

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Mattel has become the latest toy company to join in the fight agains the deepening COVID-19 pandemic, dedicating a slice if its production line to face masks in order to meet the urgent demand for medical supplies in the US.

In a post across social media, Mattel’s president and COO, Richard Dickson announced the company’s intentions, stating that its design and development teams in El Segundo, California, and East Aurora, New York will be producing face masks from Barbie and Fisher-Price fabric ‘to help meet the significant demand.’

Mattel is also prototyping personal protective equipment, such as face shields, for medical workers – many of which have been faced with the ongoing efforts of caring for those with COVID-19 without the appropriate safety or protective wear.

Mattel now joins a slew of toy companies who have taken up arms in the global fight against the coronavirus in the past week, including the likes of Zimpli Kids and Crazy Aaron who have dedicated portions of their manufacturing processes to the production of hand sanitiser.

Meanwhile, MGA Entertainment’s CEO Isaac Larian launched Operation: Pac-Man to bring supporters together to equip hospitals and healthcare workers with the supplies they need to protect themselves as the global fight against Covid-19 continues.

Speaking of the firm’s own efforts, Mattel’s Dickson, said: “As companies all over do what they can during these uncertain times, we are doing our part. Our design and development teams in El Segundo, CA and East Aurora, NY, are producing face masks from Barbie and Fisher-Price fabric to help meet thee significant demand for these supplies. We are also prototyping personal protective equipment such as face shields for our heroes in the healthcare profession.

“I am inspired by our people at Mattel, as well as the amazing contributions from the toy industry and companies all over the world.”

Mattel teams with Scopely to launch Scrabble Go mobile game

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Mattel has teamed with the mobile games company Scopely to launch the new mobile word game, Scrabble Go to the global stage, allowing players from across the world to engage in the classic Scrabble experience.

Billed as a highly social game, Scrabble Go allows players to invite and connect with friends and family via Facebook, WhatsApp, and contacts, as well as play with others around the world in a series of tournament-style matches.

The mobile game aims to bring the authentic Scrabble experience in line with new digital modes and features that include Classic, Modern, Arena, and Duels gameplay.

Classic is a head to head game that uses the official game board rules, and dictionaries, while Modern offers a fresh take on the classic experience with boosts and helpful tools to learn and improve while playing. The Arena mode is a collection of daily and weekly tournaments that include Word Drop – an anagram style game, Tumbler, and Rush. Finally, Duels is a mode in which players face-off on a smaller board, completing a real-time match in under five minutes.

“Scrabble fans around the world feel a deep connection to the brand for its long-standing tradition of competition,” said Victor Díaz-Roig, general manager and vice president, product at Scopely. “We’re so proud to introduce a reimagined take on the Scrabble experience with Scrabble Go.

“Our team has created an extremely vibrant, social, personalised, competitive, triple-A experience for a brand that transcends generations. We also worked with super fans and professional players to make this the most dynamic game experience possible. We are thrilled to share the all-new Scrabble Go with the world.”

Scrabble Go is published by Scopely and co-developed in partnership with PierPlay game studio. The game is the latest in Scopely’s diverse slate of mobile games, including Marvel Strike Force, Star Trek Fleet Command and YAHTZEE With Buddies, among others.

Olympic Gold Medallist Dina Asher-Smith named Mattel’s latest Barbie Shero

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Mattel has revealed Olympic Gold Medallist and the fastest British woman in history, Dina Asher-Smith, as its latest Barbie Shero with the grand unveiling of a new one-of-a-kind doll created in her likeness.

The initiative has been devised to celebrate the World Champion and four times European Champion – and status as a record-making sportswoman – by spotlighting her accomplishments and recognising her as an inspiration to a new generation.

This year, Barbie is celebrating female role models in sports, in an effort to close what Mattel has previously identified as the Dream Gap – a crucial time when girls start to doubt that they can take on any role or challenge.

The campaign was launched following research that indicated that when girls play sports, they report higher levels of confidence, which in turn breaks down barriers to their self-belief.

Asher-Smith said: “I’m so proud to have my own one-of-a-kind Dina Barbie doll. It’s an honour to work with Barbie as a ‘Shero’ and work together to inspire future champions.

“Growing up, sportswomen were less visible in the media and there is still a gap when it comes to women’s sports, which is why representation is so important. For Barbie to champion female athletes and different sports shows future generations that anything is possible.

“I hope little girls will see my doll and be inspired to take up and continue to enjoy sports. There are so many amazing things have happened because of my love for running, but having my own Barbie is definitely up there.”

Heather Smith, Associate Head of Innovation at Women in Sport, added: “Currently, too many girls are missing out on the physical and mental benefits that sport provides, with negative attitudes towards sport being formed as young as five years old. Yet sport and physical activity is a fantastic way to build girls’ confidence and resilience, helping them become healthy and happy young women.

“At Women in Sport, we’re determined to help more girls enjoy these lifelong rewards of sport. With an exciting summer of sport on the horizon, that will be filled with inspirational women, we’re excited to be supporting’s Barbie’s Dream Gap sporting role models programme, which platforms these positive and aspirational role models for girls and shows them they can do and be anything.”

Barbie will continue to champion empowerment and diversity through a number of additional initiatives, including spotlighting relevant female role models who are breaking boundaries as it continues to celebrate global role models. Mattel will honour 20 women across multiple countries and continents.

The toymaker will also work to further its commitment to closing the Dream Gap with the launch of the Barbie Dream Gap Project Fund – by dedicating resources to likeminded organisations in support of closing the Dream Gap and levelling the playing field for girls.

This initiative builds on the Barbie Dream Gap Project launched in 2018, the brand’s ongoing global initiative to raise awareness around limiting factors that prevent girls from reaching their full potential.