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.
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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.

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