Mattel forges adidas deal

Mattel is boosting its brand recognition, signing a licensing partnership with adidas to produce a new collection of apparel, accessories and footwear for My Scene, Hot Wheels and Fisher-Price brands.
Publish date:
Social count:

The two companies officially kicked off the partnership globally during holiday 2005 and this summer. Hot Wheels Blings athletic style shoes each with a matching collectible Hot Wheels car – Basketball Blings K (hightops) and Rally Racer Blings K (lace-up) are currently available in black with metallic gold or white with metallic silver.

In spring 2007, the Mattel/adidas partnership will extend to girls with the launch of the My Scene Sporty Style dolls (Kennedy, Madison and Chelsea) featuring sporty glam adidas branded fashions. Each doll features an individual sport activity – tennis, yoga or skateboarding – and includes sports accessories, a purse and a water bottle. Coordinated adidas/My Scene branded girls apparel, accessories and shoes inspired by the Sporty Style dolls will also be available.

For pre-schoolers there will be a new line of footwear and apparel for infants and toddlers in December 2006. Each pair comes with two Roll-a-Rounds toys. There is also a two-piece piece jogger with a detachable wrist rattle, appliqués with various textures and leather knee protection and a coordinating cap.



Mattel cements Turner deal

Turner’s Cartoon Network has signed a worldwide licensing deal with Mattel to produce action figures, puzzles and other toys based on its children's TV shows.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.