NEW YORK O8: Mattel expands licensing partnerships

A raft of Mattel brands continue to grow outside of the toy aisle, as licensing partnerships are signed and extended.
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New licensing partners and details of deals for a host of Mattel brands have emerged from the Licensing International expo being held in New York.

Outdoor Play

Fisher-Price is teaming up with ToyQuest and 360 Consumer Products Group to bring to market new ranges of play equipment and inflatables.

Cougar Golf is set to launch Hot Wheels golf equipment this Christmas, including clubs, balls, tees, ball-markers and a visor, building on the Barbie range.

Additionally, Planet Home will introduce new Barbie and Hot Wheels gardening and outdoor play items plus a collection of air products, including humidifiers and fans as well as hard plastic office desks with modular construction.

Apparel & Accessories

Available from autumn will be a range of Hot Wheels t-shirts for young adults from Fortune Fashions, while Freeze will introduce Hot Wheels, Barbie and Matchbox t-shirts, novelty tops and fleeces for young boys and girls.

A range of Fisher-Price footwear will launch in 2009, as a result of a partnership with Buster Brown, while a collection of Hot Wheels jewellery from Han Cholo will launch this autumn.

Home Décor & Furniture

Barbie and Hot Wheels team up with Jay Franco & Sons for a collection of bedding and bath products, as well as beach towels.

Fisher-Price extends its partnership with Crown Crafts Infant Products to offer a line of nursery and toddler bedding, room décor and bath accessories, while also teaming up with Brewster Wall Coverings to produce a wall décor collection, including peel-an-stick mini murals, appliqués and wall borders.

Delta Children’s Products has come on board to develop a collection of Fisher-Price toddler furniture plus Barbie and Hot Wheels branded kids furniture.


Mattel is extends its partnership with Emerson beyond the Barbie brand and into the with Hot Wheels and U.B. Funkeys collections, including MP3 Players and computer accessories.

Personalised Accessories & Gifts

Qualex, a division of Kodak, is giving consumers the option to personalise Hot Wheels and Barbie by adding photos to branded t-shirts, mouse pads and note cards, among others.

Barbie, Hot Wheels and Rock’em Sock’em Robots join forces with Etchstar for Mattel, allowing consumers to select brand images and have them etched on personal items, such as MP3 players and laptops.

Pet Accessories

Barbie and Hot Wheels will be offering dog apparel and accessories includes tees, jackets, dresses, overalls, sweaters and hats, courtesy of Monkey Daze.

Car Parts and Accessories

A full direct-to-retail line of Hot Wheels rims from Discount Tire is scheduled to launch this autumn, with some rims already available.

Richard Dickson, SVP, Worldwide Marketing, Media and Entertainment, Mattel Brands, said: “As the word’s premier toy company – today and tomorrow – Mattel Brands has been a first-mover across many categories and media platforms to further extend our brands outside of the traditional toy aisle and engage kids and families with innovative brand experiences.

“Our portfolio of brands – including brands with generations of heritage and success, as well as the toy industry’s hottest emerging brands – is among the strongest in the industry and continues to grow with best-in-class partners, unprecedented strategic programs and unique retail experiences that benefit our consumers and retail partners.”



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