Playmates third party deal for Mattel

A year after it announced it would be looking to work with third parties on UK and European distribution opportunities, Mattel UK has signed a deal to distribute Amazing Lexie on behalf of Playmates.
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Jean-Christophe Pean, UK managing director, commented: “We are delighted to be working with Playmates, we are enjoying great success with our own brands so it makes perfect sense for us now to use our skills to maximise opportunities with third party relationships.

"We are really excited about helping to build the Amazing brand with Playmates. Amazing Lexie, is a fantastic 'wow' product, using the latest animatronics and voice recognition technology it has real life like expressions and can respond to over 60 words and phrases. For under £100 it is a guaranteed winner for Christmas. Lexie really compliments our current portfolio and we see this as a great first step in our distribution partnerships”.

Herb Mitschele, vice president of licensing and international business development from Playmates commented: “Mattel offers us a fantastic partnership as they really are the masters at building long term brands and we hope Amazing Lexie will be just the start of a long a fruitful relationship.”

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