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Mattel Signs a ‘Ludacris’ Deal

Toy giant Mattel is joining forces with star musician and songwriter Chris ‘Ludacris’ Bridges on a new animated series called Karma’s World, to air on Netflix later this year.

The agreement creates a joint venture between Mattel, 9 Story Media Group Inc., and Karma’s World Entertainment for a multi-year global licensing deal tied to Karma’s World, the series created by Bridges.

Better known by music fans as ‘Ludacris,’ Bridges is a successful actor, producer, entrepreneur and philanthropist as well as one of music’s most successful recording artists. He has starred in several top box office and critically acclaimed films, including the Fast and Furious Franchise, Fear Factor, and Crash. The Atlanta, Georgia rapper is known for his love of community, which led him to launch The Ludacris Foundation (TLF), in 2001. This nonprofit organization seeks to inspire youth through education and memorable experiences and to uplift families and communities, while fostering economic development.

Mattel has the global licensing rights to develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more. The collection is expected to launch at retailers across the globe beginning fall 2022.

“At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” said Nick Karamanos, Senior Vice President, Entertainment Partnerships, Mattel. “We were inspired by Karma’s story, and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”

Karma’s World was originally inspired by Bridges’ oldest daughter. The series follows 10-year-old Karma Grant, an aspiring musical artist and rapper with big talent and an even bigger heart. Every episode is infused with hip-hop music, streetwear fashion and original choreography. The series focuses on themes of self-expression, identity, leadership, creativity and the importance of community. Geared for children 6-9, Karma’s World is a coming of age story about a young Black girl finding her voice and using it to change her world.

Karma’s World is an important legacy that I want to leave for my daughters,” said Bridges. “The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”

The deal was brokered by 9 Story’s dedicated brand management and consumer products division, 9 Story Brands, a division of 9 Story Media Group, a leading content creator, producer and distributor of kids and family focused intellectual property. 9 Story Brands builds international entertainment brands for kids, with expertise across creative, brand marketing and licensing. 9 Story Brands manages merchandising rights for top children’s properties including Daniel Tiger’s Neighborhood, Clifford The Big Red Dog, Colorforms, Wild Kratts, Super Why!and Karma’s World.

“We are thrilled to announce Mattel as our global toy partner for Karma’s World,” said Kyra Halperin, Co-VP Consumer Products, 9 Story. “We’ve been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know they will develop an unrivaled program that will be loved by kids around the world.”


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