Mattel Launches Star Wars Bloxels

BloxelsS_StarWarsMattel Inc. and Pixel Press, in collaboration with Lucasfilm, will introduce Star Wars Bloxels, allowing kids to create their own video games with characters and stories from the Star Wars universe.

Bloxels video game creation platform that gives kids an introduction to video game development, where they become the game designer, artist, storyteller, publisher and player.  [Read more…]

Hot Wheels, Pley Partner for Kids’ Subscription Box

HotWheel_PleyHot Wheels and will launch Challenge Accepted subscription boxes that will let kids create, experiment, and build stunts with Hot Wheels cars.

Each bi-monthly delivery includes a Hot Wheels collectible car, more than 15 pieces of Track Builder, an activity book with stunts, and Hot Wheels apparel. The box itself is also part of the challenge, and connects with the track builder set included. [Read more…]

Barbie Honors Ibtihaj Muhammad at Glamour Women of The Year Live Summit

Mattel Inc - Ibtihaj Muhammed BarbieMattel honored Ibtihaj Muhammad—the first American Olympian to compete while wearing a hijab—as a Barbie Shero and designed a personalized doll. The doll was unveiled at the Glamour Women of the Year Live Summit, an annual event that takes place in Brooklyn, NY and gives young women the opportunity to hear from past and present Women of the Year honorees, as well as other influential leaders from different fields.   [Read more…]

Mattel, Dash Robotics Launch Kamigami

Kamigami_blogMattel and Dash Robotics introduced of the updated and enhanced Kamigami, a build-it-yourself robot platform for kids inspired by insects.

Kamigami is the brain child of two UC Berkeley PhD graduates, who previously used their expertise in robotics and biomimicry to complete projects for the U.S. Army and NSF. Kids can fold and snap flat sheets of durable plastic together to create robotic praying mantises, scorpions, and more. Once kids build their Kamigami, they can program it to maneuver around all kinds of terrain and interact with friends’ Kamigami robots. Dash Robotics, in collaboration with Mattel, debuted the enhanced Kamigami at Target. [Read more…]

Mattel Names New Members to Leadership Team

Mattel LogoMattel Inc. appointed Joseph J.  Euteneuer as Chief Financial Officer (CFO) effective Sept. 25, and Sven Gerjets as Chief Technology Officer (CTO), Amy Thompson as Chief People Officer (CPO), and Nancy Elderas Chief Communication Officer (CCO), effective immediately. The executives will work closely with CEO Margo Georgiadis and the Mattel leadership team to support Mattel’s strategy focused on delivering enhanced and sustainable growth. [Read more…]

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…]

UNO Becomes No. 1 Games Property

UNO LogoMattel‘s UNO card game is now the No. 1 non-collector card games property in the U.S., according to the latest NPD Group U.S. Retail Tracking report. The game has seen double-digit growth in the first half of 2017, and is currently the No. 1 item in the games and puzzles supercategory and the fifth best-selling item in all of U.S. toys.

Mattel, Babytree Launch Child-Focused Learning Centers in China

Mattel LogoMattel Inc. and Babytree launched the second phase of the companies’ strategic partnership, focused on co-developing a network of physical learning centers across China.

An extension of Mattel and Babytree’s online parenting platform announced earlier this year, the learning centers will drive interconnectivity and continuity between the online and physical learning experiences for children ages 0 to 5. Combining physical and online offerings, parents will be able to monitor and access their child’s progress, register for classes, see videos of their child throughout the day, and take home any activities learned in the center for continued learning.  [Read more…]

Mattel Launches Enchantimals

Mattel EnchantimalsMattel launched the Enchantimals franchise with 14 small dolls and three play sets. Enchantimals dolls are characters who share a special bond with their accompanying animal bestie. Each doll shares a ritual with her animal friend, celebrating their unique traits and personalities.

Core characters include Felicity Fox and Flick, Danessa Deer and Spirit, Sage Skunk and Caper, Bree Bunny and Twist, and Patter Peacock and Flap. Enchantimals products are meant to inspire stories of friendship, empathy, and compassion towards all living things. There will also be a variety of short-form YouTube content and a 60-minute televised special this fall.