Mattel Launches Challenge Accepted Hot Wheels Campaign

Mattel Inc Challenge Accepted Brand CampaignIn partnership with BBDO San Francisco, Mattel unveiled a new Hot Wheels brand campaign titled, “Challenge Accepted.” The campaign showcases how the challenges Hot Wheels provides to kids help them build skills and confidence.

The campaign launched with a one minute-long video focusing on a mother an son, drawing parallels between play and reality. The campaign will play during NBC’s American Ninja Warrior to reach a co-viewing audience, and will be supported by a multi-year 360-degree marketing effort to include TV, cinema, social, and digital.

Mattel, Fullscreen Partner to Launch Kids’ Entertainment Brand, Create Hot Wheels Digital Content Innovation Team

Mattel LogoMattel Inc. partnered with Fullscreen to launch Fullscreen Family—a brand-safe video network—and the Hot Wheels digital content innovation team. Through the partnership, the team will focus on creating content to engage a new generation of online consumers across video and social platforms. Additionally, Mattel will develop stronger relationships with online influencers in the kids and family space. [Read more...]

Mattel, StartApp Enter Multi-Year Collaboration

StartApp has entered a strategic partnership with Mattel to develop digital experiences for Mattel’s brands, including Barbie and Hot Wheels. Under the multi-year agreement, StartApp will become Mattels’ premier license to create digital stickers, emojis, wallpapers, GIFs, mobile app themes, avatars, memes, and related apps for a number of Mattel’s global consumer brands.

Mattel Introduces nabi Barbie, Hot Wheels, and American Girl Tablets

Mattel BarbieMattel brand nabi has created three tablets to deliver an immersive experience based on the Barbie, Hot Wheels, and American Girl brands. The tablets—Barbie Tablet Powered by nabi, Hot Wheels Tablet Powered by nabi, and American Girl Tablet Powered by nabi—will feature digital content, experiences, and accessories around each brand. [Read more...]

Toy State, Mattel Enter Licensing Partnership for Monster High R/C

ToyStateLogoToy State will design a new line of R/C toys under its Nikko brand featuring Monster High under a licensing agreement with Mattel. The toys are scheduled to hit retail stores in the U.S. and Canada next fall.

This deal comes on the heels of Toy State signing agreements with Mattel for Barbie, Hot Wheels, and Thomas & Friends, marking the most recent expansion of the licensing relationship between the two companies.

 

Hot Wheels Takes New York City by Stormtrooper Vehicle

hot-wheelsTo celebrate Force Friday, Hot Wheels is offering Uber riders and fans in New York City the chance to catch a free ride in a Star Wars First Order Stormtrooper Dodge Charger, modeled after the Hot Wheels 1:64 character car.

The Hot Wheels vehicle is available at retailers nationwide.

Hot Wheels First Order Stormtroopers

Ant-Man Toys from Marvel, DCP Now Swarming Retail Shelves

Ant-Man AntMan and AntMarvel’s Ant-Man is still going strong in theaters, and so is Disney Consumer Products’ (DCP) and Marvel‘s Ant-Man product collection. The lineup includes costumes, construction sets, action figures, and more from licensees such as Hasbro, LEGO, Funko, Hot Wheels, Rubie’s Costume Co., and Uncle Milton.

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Mattel Reports Second Quarter Financial Results

logo_Mattel logoFor the second quarter, Mattel Inc. reported flat worldwide net sales in constant currency, and worldwide net sales down 7 percent, reflecting the impact from changes in currency exchange rates.

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WBCP to Show Off Toy Partnerships at Comic-Con International: San Diego

WB Consumer ProductsWarner Bros. Consumer Products (WBCP) will be at Comic-Con International: San Diego in support of its licensed toy partners, which will feature exclusive products ranging from Batman v Superman: Dawn of Justice to DC Super Hero Girls, to Scooby-Doo, and more.

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Q&A with Andy Friess, President of Toy State

AndyFriess,headshotHaving recently been promoted to the position of president of Toy State, it seemed like a good time to sit down with Andy Friess to talk about the state of his company, its high-profile sponsorship agreement with Tommy Baldwin Racing, its upcoming plans for the R/C brand, Nikko, and more.

The Toy Book (TTB): How important are new licensing agreements to the growth of Toy State? 

Andy Friess (AF): Licensing plays a major role in our success. With the competition so tough in all toy categories, securing rights to strong licenses can provide the point-of-difference that separates us from our competitors. Toy State’s history of developing products featuring the highest levels of quality and innovation has been a great “selling” tool as we seek new licensing opportunities. We’ve been extremely fortunate to work with a core of outstanding global licensors, and these relationships have been instrumental to the successes we have achieved over our 30-plus-year history. The 13-year, multi-category relationship with Caterpillar has been the foundation of our licensing efforts.

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