Mattel has signed a new partnership with the Nordic Licensing Company (NLC) to represent the Mattel brands portfolio across the Nordic and Benelux regions.
NLC already represents Mattel’s Hit brands which include Thomas & Friends, Fireman Sam, Bob The Builder, Mike The Knight and Pingu.
The new partnership will now include Mattel’s portfolio including Barbie, Hot Wheels, Fisher-Price, Monster High and Ever After High across Nordic and Benelux countries.
NLC will work in partnership with the Mattel Consumer Products, Central Northern Europe team, based in London, and will also work closely with the Mattel Nordic and Benelux offices to deliver cross-category retail initiatives and brand promotions.
“Mattel are very excited to be extending our partnership with NLC and building on the success they have already delivered in the Nordic region on our Hit portfolio," said Simon Price, director Mattel Consumer Products, Central Northern Europe.
"NLC is dedicated to the Nordic and Benelux regions and they have in-depth knowledge and expertise across the individual countries, as well as strong relationships with licensees and retailers. They represent a selection of strategically chosen licensors which compliments the Mattel brands and they are focused on building long-term licensing programs that add value across the licensed categories.”
Kirsten Gyde, NLC managing director, added: “We are delighted and very proud to have the opportunity to grow the Mattel presence in Nordic and Benelux. The Mattel portfolio offers huge potential in licensing terms and we look forward to working closely with the Mattel team to develop a strong and diverse program in our two regions.”