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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… . . . read more

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… . . . read more

UNO Celebrates A Half Century of Fun and Games

UNO Launches Yearlong Lineup of Products, Partnerships and Celebratory Events to Commemorate 50th Anniversary Mattel is launching a full year of new products, partnerships and events to commemorate the 50th anniversary of Uno. Uno was… . . . read more

Mattel Licenses Itsy Bitsy Knight for Fisher Price Line

Mattel has signed a multi-year licensing agreement with PGS Entertainment a line of Fisher-Price toys based on the upcoming animated pre-school series, Gus – The Itsy Bitsy Knight. Mattel and its Fisher-Price brand will develop… . . . read more

Barbie and Tim Hortons ‘Double Double’ Down on Hockey For Girls

By Gary Symons, TLL Editor in Chief Few people in the licensing biz know this about me, but among other things I was a minor hockey coach for many years, as my elder daughter was… . . . read more

Mattel Names Catherine Frymark EVP Corporate Communications

Toy giant Mattel is getting a new voice, naming communications guru Catherine Frymark as their Executive Vice President of Corporate Communications. In this role, Frymark will oversee external and internal corporate communications globally as well… . . . read more

Licensing Veteran Nowicki Chosen for Key Role at Mattel

Mattel has new leadership in the critical role of global consumer products and franchise marketing, bringing on accomplished veteran Rosalind ‘Roz’ Nowicki. Nowicki has more than three decades prior experience working with kids’ products and… . . . read more

Mattel Reportedly Plans Game Show Based on ‘Uno’ Card Game

By Gary Symons, TLL Editor in Chief If you’re going to launch a game show, what better way than to base it on an already popular game? That appears to be the thinking behind reports… . . . read more

Hello Kitty Scores Partnership With Bandai UK’s Tamagotchi

It’s been a busy and successful week for Sanrio’s Hello Kitty property, as the company followed up on its partnership with Mattel’s Barbie, announcing a collaboration with the popular Tamagotchi ‘virtual pet’ game. Tamagotchi was… . . . read more

Cuteness Overload: Barbie Partners with Hello Kitty

US toy giant Mattel has partnered with Sanrio to create a branding dynamo, combining the iconic Barbie line with the globally popular Hello Kitty brand for the first time. The two companies say they will… . . . read more


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