Mattel is expanding its reach as it reaches 80, building publishing partnerships with Yoto, TOKYOPOP, and Tonies to reach consumers globally. The deal will bring Hot Wheels, Barbie, and Thomas and Friends to young listeners and readers.
“We’re excited to bring these beloved franchises to new audiences through dynamic manga-style storytelling,” says Ryan Ferguson, Global Head of Publishing at Mattel “Barbie and Hot Wheels are timeless brands that have always evolved — this partnership reflects that spirit.”
The Yoto deal is a multi-title collaboration, offering stories from American Girl, Thomas and Friends, and Hot Wheels. American Girl will provide kids with heartwarming stories of friendship. All Engines Go from Thomas and Friends launches next month, while Hot Wheel’s Let’s Race roared past the finish line in March and has become a fan favorite.
All Engines Go is now available on the Tonies platform. A collaboration with Faba, Thomas: A Tutto Vapore will chug into the station later this year in Italy, France, and Spain.
TOKYOPOP will develop manga-style graphic novels for Mattel, sharing stories from Barbie and Hot Wheels in 2026. These titles, written for middle-grade readers, will debut in 2026. Barbie will continue to thrive in the world of puzzles through an expanded partnership with Ravensburger.
“Publishing is a powerful way to extend our characters and brands into new narratives enabling us to continue to connect with fans in new ways,” says Ferguson. “As we celebrate Mattel’s 80th year, our mission remains the same: to empower generations to explore the wonder of childhood and reach their full potential through purposeful storytelling.”
For more information about Mattel and its properties, visit mattel.com.
