Mattel revealed its new global partnership with South Korean boy band, BTS (acronym for Bangtan Sonyeondan or “Beyond the Scene”), at the Hong Kong Toys & Games Fair.

Mattel will create collectible figures, dolls, games and more with this multi-category license with the boy band via its label, Big Hit Entertainment. Set for launch this summer, the first-ever BTS-inspired toy line will be centered on the likenesses of the band’s seven members—RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook—as they appear in the YouTube record-breaking “IDOL” music video. Since its release last August, the video has racked-up more than 325 million plays, plus an additional 62 million (and counting) for a version featuring Nicki Minaj.

Within hours of the announcement, fans around the world created social trends around #BTSxMattel and #BTSDollsOfficial.

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.