BLE PREVIEW: Mattel Showcases Power Franchises at London Brand Licensing Show

25 Sep - 2018

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Mattel presents a portfolio of iconic power brands and innovative new properties, creating franchises that continue to inspire the licensing industry.


Barbie continues to evolve by empowering girls to try on every facet of who they can become, from a princess to a president, bringing this to life as only Barbie can. Barbie builds on the ‘You Can Be Anything’ brand message celebrating how Barbie inspires the limitless potential in every girl. Over the past two years Barbie has been on a journey setting out to change the way the world talks about the brand. Mattel has made several bold moves starting with the award-winning Imagine the Possibilities campaign through to #DadsWhoPlayBarbie, by focusing on what the doll enables; that through open ended play, storytelling and imagination girls can reach their limitless potential.

Barbie is the #1 doll brand worldwide, with 100 dolls sold every minute. Barbie digitally connects with parents, kids and fans across with 2.8million Instagram fans across core channel @Barbie and paid influencer channel @BarbieStyle. Barbie apps see 4.5million monthly users, on Youtube Barbie is the #1 most watched girls toy brand and #7 most watched overall brand, and is the #1 toy brand on Facebook.

As a muse to the world’s leading designers Barbie has collaborated with over 75 global brands and up and coming young designers and brands including a SS17 licensing partnership with popular womenswear brand Missguided. The BARBIEXMISSGUIDED SS17 collection of 43 must-have pieces was inspired by the girl power spirit of 2017 and was an immediate success; the first drop sold out in 24hours – and Mattel are excited to announce that due to popular demand, a second collection will launch exclusively this AW17!

Barbie continues to launch exciting partnerships across licensees and categories including beauty, dress up, homewares, puzzles, toys, and confectionery.

Dynamic partnerships include a range with GB Eye launching this AW17 that borrows on Barbie’s iconic heritage looks from the 80’s and more, with a range that comprises notebooks, mugs, badges, lanyards, bottles, coasters and posters.

Meanwhile, appetite for the popular Barbie Dreamtopia fantasy segment gains momentum as partners Amscan launched a Barbie Dreamtopia dress up along with an upcoming new party range, while Ravensburger launched the Barbie Dreamtopia puzzle.

Tapping in to key industry trends, Barbie and Bladez moved fast on the huge fidget spinner trend by partnering to launch Bladez Barbie Spinnerz in an almost global deal, gaining space at retail with an exclusive Toys R Us gift with purchase promotion.

Other exciting licensing deals for the world’s #1 fashion doll include an AW17 partnership with confectionery powerhouse Pez, and a new STEM learning range with Thames & Kosmos.


This year Mattel has built momentum with the introduction of Enchantimals, where Caring is Our Everything! A new world of loveable animal-inspired girls who share a special unbreakable bond with their pet besties, Enchantimals encourages kids to celebrate friendship and helps to build compassion for all living things whilst they play.

The new range introduces core characters Felicity Fox and Flick, Bree Bunny and Twist, Patter Peacock and Flap, Sage Skunk and Caper along with a host of other animal-inspired friends. This enchanting new brand is supported by content and significant marketing plans, with has strong licensing potential already venturing into publishing categories in 2018, with further hardlines categories coming for AW18.


Mattel is excited to announce that Thomas & Friends will see a number of new changes in 2018 with refreshed content that will introduce faster-paced stories that pivots the brand to be more appealing to both boys and girls. Content is at the heart of story-telling for Thomas and for the first time ever, Thomas fans will see their favourite blue engine travel further than he ever has been before, exploring new themes and making new friends along the way.

Mattel is looking forward to a big year with partners who are excited to be part of the reimagined Thomas & Friends content and brand direction in 2018, adding to the brands extensive consumer products portfolio with partners that include Really Useful Stories, Finsbury Foods, Golden Bear, MV Wheeled, HTI Pocket Money, Mondo Balls, Shrinkies.


Make It Epic with Hot Wheels! In a world without limits, Hot Wheels lets you be the master of your own purpose built track, jumping, crashing, speeding and flying. This is the ride of your life! No boundaries, no rules and no such thing as failure. It’s where the challenger spirit is unleashed and outrageous stunts are realised!

Hot Wheels ignites and nurtures the challenger spirit that lives within every kid, to reach their true potential, by combining competition, experimentation and creativity to provide thrilling vehicle challenges that continues to develop the skills and confidence kids need to take on the world.

Through multi-platform brand campaigns Hot Wheels encourages kids to create their own ultimate playground and imagine the impossible with Hot Wheels.

As the #1 selling toy in the world, 2018 is going to be a break frame year as the brand celebrates its 50th anniversary. This historical moment is the perfect opportunity for licensing partners to rev up! Partnerships on track already include De Agostini with an exciting Hot Wheels flowpack, along with a new Hot Wheels Klein EMEA new Role Play range launching 2018, and Perth Mint Global 50th Anniversary Coin Collection for 2018.

Following the exciting summer launch of Bladez Hot Wheels Spinnerz, the partnership will also launch in AW18 new Bladez Hot Wheels Drones – no track and no limits! Take on any challenge and imagine the impossible with Hot Wheels!


Fireman Sam continues with exciting launches growing the franchise alongside strategic marketing campaigns. As part of the wider 30th anniversary campaign, Fireman Sam launched the ‘Golden Helmet Awards’, honouring ‘real-life’ heroes that brought Fireman Sam’s key themes of bravery and community to life through their incredible achievements. 2018 will be building on the successful 30th anniversary year with extensive marketing campaign plus Fireman Sam will embark on his most exciting adventure yet in another great movie.

Mattel are excited to announce renewed partnerships with fantastic partners: MV Sports for wheeled categories for the UK; Simba Dickie for Master Toy for EMEA (excluding the UK) and KD Group for Electronic Learning across Europe.


Fisher-Price encourages parents to ‘let children be children’, giving them the freedom to experience the joy of their own natural desire to learn, imagine and discover – giving them the best start in life.  The brand supports parents on their parenting journey, from celebrating their child’s special milestones to when they need a helping hand, so they can focus on nurturing their child’s development and distinct personalities. With exciting new partnerships in mobility with Hauck and new launches in plush categories, Fisher-Price continues to have exciting licensing potential.


Scrabble is the classic board game that always spells F-U-N! Scrabble continues to expand its extensive game offering with exciting new partnerships that will continue to bring letters and people together. Family favourite Scrabble is gearing up for an amazing 70th anniversary celebrations in 2018, with a bumper year of activity – the perfect time to get on ‘board’ with this partner!


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