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.