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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."

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