The Magic Wheelchair presentation at Licensing Expo 2022 | Source: James Zahn/The Toy Book

Licensing Expo — which is taking place this week in Las Vegas — hosted its second annual Magic Wheelchair reveal to gift a young girl a Barbie-themed wheelchair. 

Magic Wheelchair is a nonprofit organization that works to provide custom youth wheelchairs with designs inspired by popular TV shows, movies, and brands. The organization partnered with Monster City Studios and Mattel to celebrate 9-year-old Estrella Rodriguez, who lives with Spina Bifida. 

The reveal took place today at the Licensing Expo Spotlight Stage, where Anna Knight, senior vice president of Global Licensing Group, presented alongside Richard Dickson, president and COO of Mattel; James Powell, vice president of design at Monster City Studios; and Christine Getman, executive director at Magic Wheelchair. 

Related: Mattel, Epic Reveal New Experiences for Upcoming Mattel Adventure Park

“Barbie’s brand purpose is to inspire the limitless potential in every girl, and we are proud to be a part of this incredibly special moment for Estrella,” said Dickson on stage. “On behalf of Mattel and the Mattel Children’s Foundation, it is an honor to celebrate Estrella and support the incredible work done by Magic Wheelchair and Monster City Studios to bring this vision to life.”

Immediately following the reveal, Estrella led Licensing Expo’s character parade throughout the expo hall, which featured dozens of globally recognized characters such as Bluey, Daniel Tiger, and All-Star Kids. The parade concluded at Mattel’s booth, where she was gifted with more of her favorite Barbie products.


Register here for Licensing Expo to discover the thousands of IPs ready to license from more than 200 brands that span every product category imaginable. Registration is free, so do it today. Also, be sure to visit Adventure Media & Events in Booth No. B121 to pick up new issues of the Toy Book and the Pop Insider at the show!

About the author

Danielle Farina

Danielle Farina

Danielle is an editorial intern for the Pop Insider, the Toy Book, and the Toy Insider. When she’s not giving an incredibly off-key performance of her favorite Disney soundtracks, you can find her going on walks, binge watching New Girl, or reading a book in a local coffee shop! Danielle is excited to immerse herself in the world of toys and unleash her inner child!

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