VEGAS 2013: Mattel “transforms” licensing approach, shows off new products

Toy giant Mattel Brands and its Fisher-Price label has "transformed" its licensing approach with a focus on growth via a mix of new evergreen franchises.

The company has presented several new branded products in the US at the 2013 Licensing Expo, on stand Q131, including Barbie, Monster High, Hot Wheels and Fisher-Price lines.

The firm says it is "creating a new global structure, prioritising its portfolio of brands and continuing to partner with best-in-class partners to foster global growth".

Both Mattel Brands and Fisher-Price have grown over the past few years, adding $1.6 billion dollars to retail sales.

"We are creating an organisation that can think globally and act locally, allowing us to improve our speed to market and identify global trends," said Jessi Dunne, GM & SVP Global Consumer Products, Mattel Brands and Fisher-Price. 

"We have strong brands that deliver on both consumers’ expectations and a desired emotional connection – by continuing to refresh and reinterpret these brands we are able to build compelling programmes outside of the toy box."

In apparel and gifting, American Greetings has partnered with Barbie to introduce a line of ornaments this holiday season. 

Elan Polo International is launching Monster High footwear this year during the back-to-school period.

In home goods and personal care, new Fisher-Price nursery furniture from Bivona & Company features a convertible crib that ‘grows’ with baby from a crib to toddler bed, daybed to full-sized bed. 

Hard shell rolling luggage from Calego International is available now, while girls who loved Barbie in the Pink Shoes will also love the new ballerina and Barbie inspired sheets, comforters, blankets, throws and pillows by Franco Manufacturing. 

Hunter Amenities and Fisher-Price have introduced a new line of bath and body products, made with natural and organic ingredients, too.

In music and publishing, the Barbie World Tour Party Mix and Holiday Party Mix CDs by Mood Entertainment featuring popular hits performed by kids for kids. 

Within toys and games, the Barbie App-tastic Cash Register from Kid Designs has LCD, a working keypad and cash drawer. 

Mega Bloks Barbie Rock Star Stage lets girls build the ultimate concert complete with amplifiers, glittering blocks, a sparkling disco ball or play songs performed by Barbie or kids’ favorites from the radio.

Barbie, Monster High and Hot Wheels fans will be able to personalise their tablet with the help of Vivitar’s branded Personality Packs by Sakar. 

Finally, The Canadian Group (TCG) introduces a line of Fisher-Price pre-school games.

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