Mattel will bring hit animated series Bluey to five of its biggest brands as part of a multi-year global licensing partnership with BBC Studios.
The deal is part of a broader shift from Mattel to evolve from a toy maker selling individual products to a play and entertainment company that uses IP to build lifelong fans.
Bluey characters will appear across Fisher-Price’s Little People figures and playsets, Barbie dolls and accessories, Polly Pocket compact playsets, Hot Wheels vehicles, and UNO card games.
Roberto Stanichi, president, chief marketing and brand officer at Mattel, announced the partnership on stage at ADWEEK’s Brandweek.
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