Source: Mattel/Bad Robot

Mattel is on a roll with the growth of Mattel Creations.

Following its 12 Days of Fandom promotion tied to Comic-Con@Home, the company is expanding the Mattel Creations platform to offer an even wider assortment of direct-to-consumer (D2C) offerings beyond its initial waves of limited edition toys-as-art “drops.”

Source: Mattel

Today, Mattel Creations launches its Bad Robot Action Figure, a collaboration with filmmaker J.J. Abrams that brings the mascot of his Bad Robot production company into toy form for the very first time. Forged of diecast metal and plastic, Bad Robot features 24 points of articulation and a premium painted finish. It comes with a display stand and comes in packaging inspired by the vintage toys of the 1950s and 1960s. Geared toward collectors, this figure is available now for $100.

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Additionally, Mattel Creations has entered the crowdfunding arena with a WWE Ultimate Edition New Generation Arena. The $250 playset will move into production with 5,000 backers and will include additional accessories as stretch goals as the campaign grows.

Looking ahead, Mattel plans to follow the success of its Barbie Signature and Hot Wheels Collectors programs with the debut of new websites and D2C product offerings under the Matchbox Collectors, Masters of the Universe Collectors, and the forthcoming Monster High Collectors banners.

About the author

James Zahn

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.