Mattel Inc. should be quite happy right now. Ahead of Toy Fair New York, the El Segundo-based toy company entered into a three-year international licensing agreement with Illumination and Universal Brand Development to produce toys based on the Despicable Me franchise.
The Mattel line will launch with a multi-category collection inspired by Illumination’s upcoming Minions sequel, currently slated to premiere theatrically on July 3, 2020. The toys will hit retail ahead of the film, with Mattel’s license rights covering a variety of products, including action figures and dolls, play sets, vehicles, radio control toys, games, plush, role-play, and accessories
“As the stars of the highest-grossing animated franchise to date, Illumination’s Minions have captured the imaginations and hearts of people around the world,” says Janet Hsu, chief franchise management officer at Mattel. “We are delighted to partner with Illumination and Universal Brand Development to provide fans of all ages a deeper connection to these beloved characters. Mattel is committed to strategic collaborations with globally-recognized franchises, which are helping to drive our transformation into an IP-driven, high-performing toy company.”
“As we continue to develop richer, more engaging ways for fans to interact with our brands, we are excited to collaborate with Illumination and Mattel to design a brand-new line of toys and consumer products, inspired by Illumination’s Despicable Me franchise,” added Vince Klaseus, president of Universal Brand Development. “Illumination’s Minions are a global pop-culture phenomenon, embraced by all ages and cultures, and we’re excited for the global launch of Minions 2 and for Mattel’s new toy and products lines, which are sure to inspire creativity, open up new ways to play and extend the storytelling.”