Mattel storms back for 2010

Toy Story 3 leads stellar product line-up as firm eyes record-breaking year.
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Mattel goes into 2010 with perhaps its strongest ever line-up of products and properties dominated by six big-name ranges across all sectors.

After a fairly quiet 2009, the firm will be basing its 2010 product plan around six key lines – Toy Story 3, WWE, Thomas and Friends, Barbie, Hot Wheels and Fisher-Price.

It starts the year with a focus on its core brands with Barbie building on the success of 2009 based on its 50th anniversary celebrations.

Hot Wheels will be boosted by a new CGI animated TV series with Cartoon network and Fisher-Price will celebrate its 80th anniversary with a new branding campaign.

The entertainment portfolio kicks off with Thomas & Friends which is celebrating its 65th anniversary; the WWE range is a new signing and there are the two Disney films – The Princess & The Frog and Toy Story 3.

Mattel director of marketing Erica Zubriski explained: “We are looking forward to 2010. We realised that 2009 was going to be a year for consolidation and focused on getting our core brands in order so we are well-placed to make the most of the opportunities that our 2010 portfolio offers.

“We are very proud of the range that we have and are delighted that so many licensees recognise our strengths in being able to support their brands with innovative toy lines that deliver on brand promise.”

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