Painting Lulu has reached a multi-year licensing agreement with Mattel that will bring the Barbie and Hot Wheels brands to the physical and digital worlds of Painting Lulu in time for the back-to-school and holiday seasons. Painting Lulu is a paper-to-digital coloring set in which kids color in the Painting Lulu coloring book with regular crayons, and then scan the page using the Painting Lulu app on any smart device, making the coloring page instantly appear. Using the Painting Lulu Digital Crayon, kids can enhance and correct their coloring with the many tools and colors available.
The Barbie and Hot Wheels licensed products are the first two licensed brands integrated into the Painting Lulu image-analysis technology. Each will include a 32-page coloring book, a digital stylus, and a free downloadable coloring app.
“Partnering with Mattel to bring Barbie and Hot Wheels to market was the perfect choice,” says Tal Zilberman, vice president of marketing, Painting Lulu. “These beloved and timeless brands will expand our portfolio and appeal to children all around the world. As we launch our first licensing program, it was critical to get it right and partner with leading children’s brands that will deliver the Painting Lulu experience to the broadest audience.”
Perpetual Licensing, Painting Lulu’s licensing agent, facilitated the license with Mattel.