WeCool x Mattel are collaborating for Barbie and Hot Wheels compound and activity sets | Source: Mattel/WeCool/The Toy Book

Barbie and Hot Wheels are entering new categories this fall: compounds and activities.

WeCool Toys inked a licensing deal with Mattel Inc. to develop new compound and activity sets under the Compound Kings and Activity Kings brands that will feature the iconic staples of the doll and die-cast aisles.

“As a company, we are committed to developing innovative new products that stimulate the senses and encourage creativity,” says WeCool Toys CEO Jeff Osnato. “Mattel is the perfect partner and we are delighted to be working with them to develop these new, innovative products for children nationwide.”

Related: The Compound Craze Is Kicking it Up a Notch with More Engaging Ways to Play

In recent years, WeCool Toys has continued to innovate in the compound space with lines such as Butter Cloudz, Jelly Cubez, Amaze-Doh, and 3D Goosh. The company also expanded into hand sanitizers with Crazy Cleanz, and offers a full range of activity and craft kits at major retailers, including Amazon, Meijer, Target, and Walmart.

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.