All the news and new projects of the Mattel brand portfolio with particular focus on the 2019 appointment with the 60th anniversary of Barbie
On November 15, 2018 the Auditorium of the Mattel Italia office was held for the highly anticipated Mattel Licensing Conference 2018, an annual appointment to present all the news and projects related to the Mattel brands.
After the honors of Eleonora Schiavoni, Managing Director of Victoria Licensing & Marketing, and Andrea Ziella Senior Marketing Manager – Country Lead Mattel Italy of recent nomination, the event was introduced with the presentations of the various brands during the what the absolute protagonists have been the portfolio’s competitors, starting from those in the preschool segment (Fisher Price, Trenino Thomas and Sam il Pompiere) which confirms itself as a healthy segment, full of novelty and innovation.
Another great brand is also confirmed in good shape: Hot Wheels. The brand that is aimed at all those children who love speed, breathtaking challenges and competitions on four wheels, Hot Wheels continues to be the leading male brand in the market. Reducing from the celebrations for his 50th birthday, he has lived a year with the “fifth ever geared”, enjoying great visibility thanks to the many events dedicated to it.
Afterwards, space to the “Top games” of Mattel or Uno (market leader among card games), Scrabble and Pictionary, “historical” games that everyone knows, that have passionate generations and that in 2019 will enjoy an important plan supporting species through the most famous influencers of the network.
The team licensing portfolio is enriched thanks to a welcome return: Polly Pocket, a unique and innovative doll for the launch period, the ’90s, which marked this memorable decade and is still hailed with nostalgia today; returns with a collection of new products along with the animated series to revive the mothers a toy that marked their childhood, sharing with their daughters a moment of joyful and fun game!
In addition, the companies present could have a complete overview of the Digital strategy on which the company will focus next year with the involvement of the CP division.
For Barbie, undisputed property leader in the toy world that boasts many licensing collaborations in categories such as, apparel, accessories, publishing, role play, art & craft, confectionery and back to school, is expected to be an exceptional year for 2019. In fact, the celebrations of its 60th anniversary are coming soon, and PR events are therefore in the planning stage of strong impact at key moments of the year, which will also be supported by important projects of the licensing team, which has already been activated through the offer of products that reflect the latest trends and the latest news for girls.
Among the many projects, in the food /confectionery we underline Zàini segment with its collection of precious and refined “hand made” chocolate bars and Caffarel with a line of impulse purchase products exclusively for the pastry channel. In the cosmetics sector, the partnership with Sephora continues and expands, so we will see in all the stores in Italy and in the world the very special collection of 8 lipsticks, 1 set of make-up brushes and 4 face masks signed by Barbie. With Sergio Tacchini, sportswear will be super glamor with a “technical” capsule collection for tennis girls and adults, plus a 60th anniversary celebrity t-shirt. But 2019 also marks Barbie’s return to PITTI IMMAGINE BIMBO. Thanks to the partnership with a brand of particular prestige in the Italian and international fashion scene we will see Barbie at Pitti Bimbo next January with a great protagonist return!
