Hasbro and Mattel have teamed up to create co-branded toys and games, the companies announced Monday.
According to Mattel, the two global toy companies have entered into multi-year licensing agreements to develop items for some of their most popular brands, including Barbie, Transformers, Hot Wheels and UNO.
Some of the toys and games coming later this year are Barbie-branded Monopoly games and Transformer-branded UNO games. Hot Wheels Transformer-branded vehicles will be available in early 2024.
"We are thrilled to bring together some of our most beloved brands for the first time," Nick Karamanos, senior vice president of entertainment partnerships at Mattel, said in a press release. "This collaboration delivers world-class intellectual property, celebrates the timeless appeal of these brands, and creates unique gaming opportunities for fans."
"With the major theatrical releases of 'Transformers' and 'Barbie' films in summer 2023, we are excited to bring new play experiences to fans, families, movie and toy lovers everywhere" , said Casey Collins. , President of Business Development and Global Licensed Consumer Products. "Collaborating with iconic pop culture brands really shows our strategy in action as we continue to expand our product experiences for audiences around the world."
Mattel relaunches Barney franchise
In February, Mattel announced that it would relaunch the Barney franchise, popular in the early 1990s, with a revitalized brand.
The company said it will develop TV, film, music and YouTube content, as well as a wide range of children's products, including toys, books, clothes, and more. Apparel and accessories for adult fans are also in the works, including the Barney classic.
"Barney's message of love and kindness has stood the test," Josh Silverman, Mattel's franchise director and global head of consumer products, said in a statement. “We will harness the nostalgia of the generations who grew up with Barney, now parents, and introduce the iconic purple dinosaur to a new generation of children and families around the world through content, products and experiences.”
Mattel is a major toy company and owner of an extensive catalog of children's and family entertainment franchises, including Fisher-Price, American Girl and Thomas & Friends.
Hasbro is a global branded entertainment company offering games, consumer products and entertainment including Magic: The Gathering, Dungeons & Dragons, Nerf, Play-Doh and Peppa Pig.
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