Crayola inks deal with Mattel

Lewis Tyler

By Lewis Tyler

April 12th 2012 at 10:43AM
Crayola inks deal with Mattel

Hot Wheels and Barbie are licensed for a line of creative activities and an app.

Crayola has announced details of a global multi-year licensing deal for Mattel's top girls and boys brands, Barbie and Hot Wheels.

In stores now are Barbie and Hot Wheels themed versions of Mess Free Color Wonder (an art product with special markers and paints which only appear on special Colour Wonder paper) and Giant Colouring Pages.

Later in the year, Crayola will also launch Hot Wheels and Barbie extensions of its ColourStudio HD app, where kids use a physical iMarker in interactive colouring activities on the iPad.

The deal follows last month's news that Mega Brands had licensed Barbie and Hot Wheels for a range of Mega Bloks construction sets.

“Both Crayola and Mattel have a rich history and expertise in providing kids with products that inspire and encourage creativity through open-ended play,” said Rosa Zeegers, SVP of global consumer products Licensing for Mattel. 

“Together, we are offering children a way to deepen the play experience - inspiring creativity and storytelling by combining the power of Crayola with beloved toy brands - Barbie and Hot Wheels.”

Crayola VP of licensing Warren Schorr, said: “Our partnership with Mattel brings together the foremost toy brands that inspire play in virtually every child with Crayola colors that inspire everything imaginable in children.”

“We are very excited to bring Crayola color and innovation to the way kids experience Barbie and Hot Wheels and we think kids will be, too.”