The Licensing Letter

Mattel licensing

Mattel Hopes to Repeat Barbie Success With Dolls from ‘Wicked’

By Gary Symons TLL Editor in Chief Mattel is hoping for more movie magic, as it has just released a full line of fashion dolls inspired by Universal Picture's upcoming live action flick Wicked. The toyco had previously announced singing dolls representing the main characters Glinda (played by Ariana Grande) and Elphaba (Cynthia Erivo). They are now being joined by a wider … [Read more...] about Mattel Hopes to Repeat Barbie Success With Dolls from ‘Wicked’

Licensing Roundup: LeMans Fast Fashion, The Ultimate Drinking Game and More

Le Mans Revs Up Its Fashion With Anti Social Social Club Top racing brand Le Mans is adding some horsepower to its licensing, collaborating on a new fashion collection with Anti Social Social Club. ASSC is dropping its first co-branded collection with Le Mans, coinciding with the annual running of the legendary endurance automotive race in France. In a deal brokered by … [Read more...] about Licensing Roundup: LeMans Fast Fashion, The Ultimate Drinking Game and More

Feature: Mattel’s Huge Campaign For Barbie Anniversary Launch on March 9

By Gary Symons TLL Editor in Chief Mattel will mark the 65th anniversary of Barbie on March 9, kicking off a major licensing campaign. The campaign starts by celebrating female storytellers who have broken down barriers and inspired women and girls around the world While Barbie has hit retirement age and is in line for great discounts at the local diner, the legendary … [Read more...] about Feature: Mattel’s Huge Campaign For Barbie Anniversary Launch on March 9

Masters of the Universe Return As Characters in Stumble Guys

By Allison Watkinson TLL Reporter Mattel and Scopely have entered a licensing partnership to bring Masters of the Universe to the Stumble Guys battle royale game. This new licensing collaboration is the third time a Mattel-owned franchise has been featured in the Stumble Guys online game. “Masters of the Universe marks our third franchise integration into Stumble … [Read more...] about Masters of the Universe Return As Characters in Stumble Guys

I’m The Chef Too! Cooks Up A Hot Licensing Deal With Barbie

By Allison Watkinson TLL Reporter I’m The Chef Too! recently entered into a multi-year licensing agreement with Mattel for a collection of educational Barbie baking kits. I’m The Chef Too! is a monthly subscription and adventure kit company that specializes in at-home baking kits that incorporate STEM educational learning concepts. The I’m The Chef Too! product line … [Read more...] about I’m The Chef Too! Cooks Up A Hot Licensing Deal With Barbie

Mattel Creates Barbie In The Likeness of Supermodel Claudia Schiffer

TLL Staff Barbie is celebrating the global fashion icon, supermodel, and entrepreneur Claudia Schiffer with a Barbie doll in her likeness, featuring a recreation of her iconic runway moment from the 1994 Fall/Winter Atelier Versace show. The collector's edition Barbie comes complete with a replica of the showstopping cerulean floor-length Versace gown that Schiffer wore at … [Read more...] about Mattel Creates Barbie In The Likeness of Supermodel Claudia Schiffer

Mattel Partners with ABRAMS, IDW for ‘Monster High’ Novels and Comics

By Gary Symons TLL Editor in Chief Mattel is launching a publishing program for its Monster High franchise with publishers ABRAMS and IDW. The Monster High publishing program will launch with two novels from ABRAMS and a comic book series by IDW, following years of demand from the brand’s dedicated fan base. Founded in 1949, ABRAMS was the first company in the … [Read more...] about Mattel Partners with ABRAMS, IDW for ‘Monster High’ Novels and Comics

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

Licensing Colossus Barbie Surpasses $1 Billion at Box Office

Barbie Franchise Announces New Licensed Products, Including 'Weird Barbie' By Gary Symons TLL Editor in Chief The Barbie Movie hit a new milestone, surpassing $1 billion at the global box office, spawning a new wave of licensed Barbie merch. The unstoppable film that has shocked the movie-going world broke the $1 billion in just over two weeks since its July release, … [Read more...] about Licensing Colossus Barbie Surpasses $1 Billion at Box Office

Bob Mackie Made Barbie a Fashion Icon, Says Hollywood Reporter

By Gary Symons TLL Editor in Chief The upcoming Barbie movie is testimony to the star power of toy brand Barbie, but it was designer Bob Mackie who made Barbie a star in the first place. That's the argument of Hollywood Reporter, the venerable film industry publication, which said in a recent article that the legendary American designer was a primary reason for the brand's … [Read more...] about Bob Mackie Made Barbie a Fashion Icon, Says Hollywood Reporter