Mattel Creations to Launch New Platform, SDCC Exclusives

Mattel Creations’ Hot Wheels Star Wars Dagobah X-Wing Starship | Source: Mattel

At Toy Fair New York in February, Mattel served-up two versions of its Tesla Cybertruck collaboration through a new Mattel Creations website. Now, the toymaker is ramping up plans to debut a full Mattel Creations platform that will offer limited-edition products direct-to-consumer, starting with what would’ve been Comic-Con International: San Diego (SDCC) exclusives.

On July 23, Mattel Creations — which currently shows a 56-day countdown to “full platform access” — will open at 9 a.m. PST to offer a series of “Comic-Con Drops” including some items that have already pre-sold-out at partner retailers.

Mattel Creations Toy Story and Star Wars products | Source: Mattel

Mattel Creations Comic-Con Drops include:

Hot Wheels Star Wars The Empire Strikes Back 40th Anniversary Dagobah X-Wing Starship
Pixar Alien Remix Pizza Planet Delivery Driver
WWE Elite Collection Mr. T Action Figure
Jurassic Park Barbasol Dennis Nedry

More details on Mattel Creations, which the company calls “a platform for creators, collaborators, and innovators,” will be revealed in the weeks ahead. Additional reveals are being teased on Instagram.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.