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Highlights | Industry News

MATTEL ENTRUSTS MAGAZINE PORTFOLIO PUBLISHING IN ITALY TO PANINI SPA

27 Sep - 2022

Tags from the story: Barbie, Hot-Wheels, Mattel, Panini, Thomas.

Mattel announced  its decision to seek to license for the Italian territory all of the magazines related to the brands in its portfolio Barbie Magazine, My First Barbie, Hot Wheels and Thomas to Panini Spa.

The historic, beloved magazines for girls and children will thus become part of the Publishing stable of the well-known Modena-based company, a leader in the young and youngsters.
Since way back in 1978, when the first issue of Barbie Magazine was launched and published by Ed. Dardo, the road traveled by Mattel in publishing has been long and studded with successes. It was in 1982, with Mondadori Editore, the ingenious intuition of producing the “Barbie photo stories” in Barbie Magazine. A real photostory starring Barbie and her friends.

A success of incredible sales that takes Barbie Magazine to the top of the newsstand sales charts. Since 1991 the publisher of Barbie Magazine is Mattel Toys itself, the magazine is transformed and adapted to the needs of little girls at the time: comics, stories, fashion and beauty tips, interviews with
celebrities, all under the banner of Barbie and her world.
Over the years Barbie Magazine has been joined by My First Barbie, for little kids, and the magazines dedicated to Mattel’s other big brands, from Hot Wheels to Polly Pocket, via Thomas  and Monster High. Another successful element of the Mattel magazines is the decision, from the very first issues, to always include a gadget or toy in the newsstand issue, thus stimulating the curiosity of young consumers.

“It was an absolutely natural choice,” comments Claudia Lucarella, Head of Magazine EMEA “Panini is the undisputed leader in the children’s segment and is definitely the publisher to continue the path that Mattel titles took many years ago now. With Panini, I am sure that Barbie and all the other magazines will continue to grow with continuity with respect to the choices strategic and creative choices made so far.”

“The arrival of BARBIE and the Mattel titles in the Panini publishing park is the realization of another great dream; to bring into our universe of titles the icon par excellence of Italian publishing for girls. BARBIE has always been an icon of style, and an ambassador of a world of endless possibilities for
young female readers. Under the Panini banner, we are confident that BARBIE and the other Mattel series will reach new heights of popularity and success,” said Marco Marcello Lupoi, Editorial Director of Panini Comics.

With Panini Spa’s management, which already publishes several Mattel titles in France and Germany, it is ensured a continuity of content and strategies always and even more in line with the mission of Mattel Publishing. The newsstand launch of the new “made in Panini” editions is scheduled for October
2022.

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