Top Announcements from Mattel’s 2021 Virtual Analyst Meeting

Mattel Inc. held its Virtual Analyst Meeting this morning as a digital replacement for its annual in-person event that usually takes place at Toy Fair New York (TFNY). While the company has been holding virtual press and retailer presentations to showcase new toys and games for 2021, the analyst event typically comes with some additional reveals, as is the case this year.

Beyond some of the financial outlook provided when the company revealed its Q4 and full-year 2020 earnings earlier this month, Mattel placed focus on its overall progress in its ongoing transformation efforts, with success in reaching consumers on multiple platforms, including new direct-to-consumer offerings. Mattel’s e-commerce sales were up 50% last year. Additionally, the company highlighted its progress in sustainability, community outreach, and diversity.

Select Highlights and Announcements:

• American Girl: The line is back on the upswing and will see updated offerings from the Wellie Wishers and core doll collections, including the new Truly Me Street Chic collection of contemporary dolls and fashions.
• Barbie: A new Barbie animated feature will be launching on Netflix in October. Additional details will be forthcoming in a formal announcement, but the film will be a focus with a product tie-in. Additionally, the live-action feature film starring Margot Robbie is still in the works.

  

• Hot Wheels continues to grow. Last year’s Ultimate Garage was referred to as “the Barbie Dreamhouse of the vehicles aisle.” Nearly 16 Hot Wheels vehicles are sold every second. A new Hot Wheels video game for next-gen consoles will be revealed tomorrow. The Hot Wheels Legends Tour will return with more cars, dates, and an even bigger focus this year. Hot Wheels Color Reveal will bring the popular Color Reveal brand from Barbie into vehicles.
• Matchbox is “the new sleeping giant” in the Mattel Vehicles portfolio. The brand is getting a big push with new die-cast vehicles with moving parts and an assortment of new playsets.

  

• Masters of the Universe (MOTU): The company offered a first look at the design of He-Man and Battle Cat from the new Netflix animated series, He-Man and the Masters of the Universe. A new product line will launch later this year. The more adult-focused series, Masters of the Universe: Revelation will also have a companion toyline as the current MOTU: Origins line continues and the brand shows up in other categories such as Hot Wheels.

  

• Mattel Games is getting an infusion of licensed brands. Star Wars Scrabble, Magic 8 Ball, UNO, and other titles will arrive later this year. Harry Potter Pictionary Air is a game in which kids will draw with Harry’s Wand.
• Mattel Television is working on new projects for 2022, including series inspired by Hot Wheels Monster Trucks, a relaunched Street Sharks brand, Angelina Ballerina, Hot Wheels Legends, and more. Additionally, an American Girl Holiday Special is in development.

  

• Mega Construx is rebooting some lines that will be familiar to those who followed the Mattel licensed offerings that MEGA Brands released prior to being acquired by Mattel. This includes new Hot Wheels x Mega Construx, Barbie, and Masters of the Universe building sets.

  

• Monster High: Following the news that the Monster High franchise will relaunch in partnership with Nickelodeon, Mattel revealed additional details on toys and consumer products plans. Later this year, Mattel will launch high-end collector dolls based on the original Monster High lineup. A full toy line and consumer products licensing program is planned for 2022.
• Plush continues to grow based on the success of the 11-inch Grogu. New plush from Minecraft, The Amazing Spider-Man, and Marvel Studios’ Shang-Chi and the Legend of the Ten Rings are on the way.
• Polly Pocket will get new articulated dolls and seasons three and four of the animated series have been greenlit for Netflix.

Expect formal announcements and full details on these new products and entertainment projects to roll out in the year ahead.