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Mattel secures toy partnership for Universal’s Despicable Me franchise

Mattel has entered into a three-year international licensing agreement with Illumination and Universal Brand Development for its Despicable Me franchise. 

Mattel’s license rights in North America and key international markets include a wide variety of products, including action figures and dolls, play-sets, vehicles and radio control toys, games, plush, role-play and accessories. 

The Mattel line will launch with a multi-category collection inspired by Illumination’s upcoming Minions sequel and debut at retailers worldwide in time for the film’s global theatrical premiere in summer 2020.

“As the stars of the highest-grossing animated franchise to date, Illumination’s Minions have captured the imaginations and hearts of people around the world,” said Janet Hsu, chief franchise management officer, Mattel. 

“We are delighted to partner with Illumination and Universal Brand Development to provide fans of all ages a deeper connection to these beloved characters. Mattel is committed to strategic collaborations with globally-recognised franchises, which are helping to drive our transformation into an IP-driven, high-performing toy company.”

Vince Klaseus, president, Universal Brand Development, added: “As we continue to develop richer, more engaging ways for fans to interact with our brands, we are excited to collaborate with Illumination and Mattel to design a brand-new line of toys and consumer products, inspired by Illumination’s Despicable Me franchise. 

“Illumination’s Minions are a global pop-culture phenomenon, embraced by all ages and cultures, and we’re excited for the global launch of Minions 2 and for Mattel’s new toy and products lines, which are sure to inspire creativity, open up new ways to play and extend the storytelling.”

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