Toy industry titan Mattel is launching a publishing imprint, centered on its many existing franchises.
The new platform will launch in the U.S. and Canada in 2024, and features stories based around popular brands such as Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Monster High, Polly Pocket, Barney, and more. The American Girl brand already has a catalog of character novels and journals from American Girl Publishing. Mattel’s new imprint plans to expand this successful initiative across the rest of its brands.
“We have seen firsthand the immense value in providing fans of our franchises with multiple avenues to further engage with their favorite Mattel brands, characters, storylines, and worlds,” says Josh Silverman, Chief Franchise Officer and Global Head of Consumer Products at Mattel. “In launching our own publishing imprint, we simultaneously unlock limitless exploration for kids while continuing to realize the full value of our IP.”
Mattel plans to release print books, audiobooks, eBooks, and digital content on Caribu. The company has expressed its interest in targeting a variety of reading levels and integrating with existing brand stories, games, and other activities available with the company’s existing licensing partners.
Mattel hasn’t yet revealed its planned sales and distribution partners, but this can be expected before the 2024 launch. In anticipation of the upcoming publishing imprint, Mattel has already released new American Girl content within Caribu.
