Mattel launches new franchise, Enchantimals

Mattel has officially launched its latest franchise in the form of animal-inspired doll toy line Enchantimals. The fantastical world of Enchantimals aims to celebrate the special bond between kids and animals.

Launching with 14 small dolls and three playsets, Enchantimals product aims to inspire stories of friendship, empathy and compassion towards all living things. The characters and stories come to life through a variety of short-form YouTube content and 60-minute televised special this fall. 

“At Mattel we are passionate about introducing properties that are both on-trend and purposeful,” explained Lori Pantel, SVP and GM for Girl’s Toy Box, “We’re essentially bringing a popular animal aesthetic inspired by social media filters and marrying it with product and stories encouraging empathy and friendship.” 

Enchantimals product ranges from $8.99 – $34.99 in the US, rolling out to retailers nationwide this Autumn, with a worldwide launch set to follow. Mattel will also be regularly updating fans with the latest from the Enchantimals journey on YouTube, Instagram and Facebook

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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