By Gary Symons
TLL Editor in Chief
The Backstreet Boys are getting a new look, this time in miniature form.
Global Merchandising Services, the worldwide licensing agent for the band, and Fisher-Price announced Tuesday the release of the Little People Collector Backstreet Boys set, a collectible honoring one of the most successful pop groups in history.
The set arrives as fans celebrate the 25th anniversary of Millennium, the band’s landmark album that produced hits like “I Want It That Way.” Nick Carter, AJ McLean, Brian Littrell, Kevin Richardson and Howie Dorough are reimagined as Little People figurines, packaged in a decorative window box inspired by the “I Want It That Way” music video. The collection will be available for pre-sale at Target for $29.99.
The timing aligns with the group’s historic residency at the Las Vegas Sphere, where they are the first pop act to headline the venue.
The 21-show run, which began July 11 and ends August 24, highlights Millennium alongside other fan favorites, paired with immersive visuals unique to the Sphere’s technology. The band is scheduled to return for a second run over the holiday season, with shows from December 26 through 31 and January 2 and 3.
The Little People collaboration is part of a broader licensing and fan engagement strategy tied to the residency. Global Merchandising Services has launched a wave of partnerships, including projects with streetwear label Anti Social Social Club, cookie brand Crumbl, designer Madeworn, Las Vegas entertainment venue Area15, and tiki bar The Golden Tiki. The program also features The Backstreet Boys Terminal, an immersive pop-up fan experience at The Venetian Resort Las Vegas produced with Vibee.
“These new collaborations are all about delivering authentic, fan-first moments that celebrate both the legacy and the evolution of the Backstreet Boys,” said Mary Kean, Director of Licensing, Global Merchandising Services. “From exclusive fashion drops to interactive nightlife, sweet treats, and now, the Mattel collector set launch, this is one of the most dynamic brand programs we’ve seen for a music residency—and it’s just the beginning.”
The release of the Fisher-Price set highlights how the Backstreet Boys’ brand has continued to thrive decades after their debut. While the residency has introduced the group to a new generation of concertgoers, their licensing efforts extend beyond music, branching into fashion, food and entertainment.
With a combination of nostalgia and innovation, Global Merchandising Services said the strategy is designed to keep the band’s connection with fans strong. The company called the licensing campaign “forward-looking” while also celebrating the group’s “Larger-Than-Life legacy.”
The Little People Collector Backstreet Boys set is expected to draw interest from both toy collectors and longtime fans eager to commemorate the band’s milestone year.