Source: Mattel/The Toy Book

Mattel inked a multiyear global licensing deal to roll out a full range of toys inspired by Karma’s World, the new CG-animated series created by Chris “Ludacris” Bridges (The Fast Saga, Crash).

Under the new deal with 9 Story Media Group and Karma’s World Entertainment, Mattel will develop dolls and doll accessories, styling heads, roleplay items, plush, and more based on the adventures of Karma Grant, a 10-year-old aspiring musician and rapper. Karma’s World was initially inspired by Bridges’ oldest daughter and is infused with hip-hop music, streetwear fashion, and original choreography. Karma’s World is geared toward kids ages 6-9 and focuses on themes of self-expression, identity, leadership, creativity, and the importance of community.

Karma’s World is an important legacy that I want to leave for my daughters,” says Bridges. “The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression, and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”

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Overall, Karma’s World is described as “a coming of age story about a young Black girl finding her voice and using it to change her world.”

“At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” says Nick Karamanos, senior vice president, entertainment partnerships, Mattel. “We were inspired by Karma’s story and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”

Karma’s World is headed to the number one spot on Netflix later this year.

Mattel expects its toys to be available at retail in the fall of 2022.

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.