Mattel signs global licensing deal for South Korean boy band BTS

Mattel has detailed a comprehensive, worldwide licensing agreement to create a range of dolls, figures and more based on the South Korean boy band BTS.

The announcement was made at the Hong Kong Toys & Games Fair earlier today. 

BTS, or Beyond the Scene, is a seven-member boy band that has found popularity on a global scale.

Under this multi-category license with BTS under its label, Big Hit Entertainment, Mattel will create dolls, collectible figures, games, and more. 

The collaboration launches this summer with a first-ever BTS-inspired toy line created around the likenesses of the band’s seven members: RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. The dolls will be fashioned in the looks from the BTS’ iconic and YouTube record-breaking "IDOL" music video.

"BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band," said Sejal Shah Miller, SVP & Global Brand GM for Mattel. 

"Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS."

About Robert Hutchins

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

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