The Licensing Letter

Hot Wheels

Mattel Forges Strategic Ad Sales Partnership With Pocket.watch

Pocket.watch Granted Exclusive Ad Inventory Sales Rights to Mattel’s YouTube Brand Channels Including Barbie, Hot Wheels, and American Girl By Gary Symons TLL Editor in Chief Toy giant Mattel has signed a deal granting kids and family content creator Pocket.watch exclusive rights to sell advertising on its YouTube channels. The agreement covers more than 90 of … [Read more...] about Mattel Forges Strategic Ad Sales Partnership With Pocket.watch

Experiential Licensing: The Latest on Disney and Mattel Adventure Park

By Gary Symons TLL Editor in Chief Experiential licensing is back in a big way, as Mattel and Disney invest heavily in theme parks in Arizona and California. Disney is now dropping a cool billion dollars on its properties in Anaheim, California, while Mattel is preparing for the opening of Mattel Adventure Park in Glendale, Arizona. The story on Disney wouldn't be … [Read more...] about Experiential Licensing: The Latest on Disney and Mattel Adventure Park

Hot Wheels Partnership With NASA is Out of This World

Hot Wheels has been partnered with NASA for more than 30 years, and this week came out with its first new, space-themed mini collection over two decades. The mini carmaker is helping NASA kick off another historic year of space exploration firsts with the release of the new Mars Perseverance Rover die-cast vehicle. The product is a detailed 1:64 scale replica model inspired by … [Read more...] about Hot Wheels Partnership With NASA is Out of This World

Barbie Named Top Global Toy Brand For 2020

Mattel, Inc. enjoyed a wildly successful year in 2020, producing many of the top selling toy brands globally, and riding a large increase in toy spending during the pandemic to one of their best revenue years of all time. As well, the definitive retail industry research company The NPD Group has now named Mattel's Barbie brand as the 2020 top global toy property of the year, … [Read more...] about Barbie Named Top Global Toy Brand For 2020

Toys’R’Us Reveals the 20 Hottest Toys for Our Covid Christmas

Looking for the hottest licensing properties in the toy world? You could do worse than heeding the advice of retailing giant Toys’R’Us, which has relaunched its annual Geoffrey’s Hot Toy List for the 2020 Yuletide season. This year the Toys ‘R’ Us team has selected the top 20 hottest toys of the year from well-known toy brands including Fisher-Price, Hasbro, LEGO, Mattel, Spin … [Read more...] about Toys’R’Us Reveals the 20 Hottest Toys for Our Covid Christmas