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
January 27, 2021
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
January 18, 2021
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
December 4, 2020
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
November 24, 2020
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
November 19, 2020
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
November 19, 2020
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
November 18, 2020
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
November 12, 2020
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
November 10, 2020
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