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Mattel signs Voltron - ToyNews

Mattel signs Voltron

Classic Media relaunches iconic property and signs firm as master toy.
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World Events Productions (WEP) and Classic Media have announced the relaunch of the iconic Voltron brand in celebration of the 25th anniversary of the original series.

Effective immediately, Classic Media is to helm international distribution and worldwide merchandising and licensing for Voltron.

Mattel will develop a new line of Voltron toys for fans of all ages. The range will be aimed at adults who grew up with the ‘80s series, as well as a new generation of fans.

A new animated TV series is also being created, representing the first original franchise-related TV content in ten years.

The series is scheduled to debut on Nicktoons in 2011, with WEP and Classic producing along with Hollywood production company Kickstart Productions.

The new series will consist of 26 half-hour episodes of 2D and CGI animation.

“I am thrilled to partner with Classic Media as we introduce Voltron to a new generation of fans,” said Ted Koplar, president, WEP. “Classic Media’s exceptional brand management capability will play an integral role in the highly-anticipated relaunch of this classic property."

Meanwhile, for the first time in company history, Mattel will roll out a new intellectual property, Monster High, across a number of consumer products categories simultaneously.

The new franchise targeting teen and tween girls brings together the teenage descendants of the world's most
famous monsters to brave the trials and tribulations of high school.

Monster High reaches girls via multiple touch points through strategic partnerships in the first year with Little Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice and Party City.

"Mattel is a leader in providing meaningful brand experiences that translate into innovative and successful cross-brand partnerships," said Neil Friedman, president, Mattel Brands.

"Our ability to secure best-in-class category experts to introduce teens and tween to the Monster High property is a testament to our brand management expertise and reinforces our long-standing legacy as one of the world's premier licensing partners."

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