Mattel Launches Wild Hearts Crew Dolls at Walmart

This summer, Mattel has a new crew making its debut at Walmart — the Wild Hearts Crew.

Described as “a sisterhood of girls challenging everyone, everywhere to #DareToBeDifferent,” the new line of fashion dolls will launch with five characters in the first wave. Aimed at “celebrating those that wear their hearts on their sleeves,” the Wild Hearts Crew includes musician Cori Cruize, photographer Kenna Roswell, skater Jacy Masters, dreamer Rallee Radmore, and rocker Charlie Lake.

https://www.facebook.com/Mattel/videos/2304853879842575/?__xts__%5B0%5D=68.ARADxt3K1YHK0o4o1-9fAC9xInKNpL1jznTLlSW8QrIzNi_8vH3Y45FnRKu2p2myAHJ3Q-nGBemWV2i7hqLRBRYEB1ag0dmFHb3YUJTURnoudESftmSSpicGFYaWIX2cWWntGkhU_pZV_4jYIq8fMSdqIYmNTRXOZPWCId1Yr0MwrC3r9jwRLebwpsrAx2VVgycMtOI872GuC09AP9pcifp9nv8jA5e5vVio0i6FjjQIPSjaxp-acnEusL2VnGd2TQS5k8k78E_9cVt0f8WbJrUGf6dqmo-HpY5ok9xzjUUc_G6APjXTQYkxMgPqUrWZFb-WSMKN6IKEh6hn27ddBlGeLbr1ft_4&__tn__=-R

The dolls made their simultaneous debut on social media and in-person at Clamour Summit in Palm Springs. The Wild Hearts Crew features high levels of articulation with new body sculpts, hairstyles and clothing.

In many ways, the line could be considered the replacement for Mattel’s Monster High and Ever After High collections in offering a new bridge between kids, tweens, and adult collectors alike. Initially, the line will be available at Walmart stores in the U.S. beginning this July. There is no word yet on international release plans.

About the author

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.