Mattel is unlocking its vault of brands to build and extend the reach of its portfolio through licensing. The toy company will bring its well-known franchises to BLE, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends and Fireman Sam, as well as a number of exciting new announcements.
This year Barbie celebrated its 60th anniversary by partnering with best-in-class brands to drive Barbie’s appeal for adults and kids, including broadening its reach in the apparel, homeware and stationery categories. Proving to be much more than a toy, Barbie is a power franchise spanning content, publishing, apparel, homewares, luggage, food and beverage and more.
2020 also marks an exciting year for the world’s most famous number one blue engine, Thomas, as he celebrates his 75th anniversary. Thomas & Friends has never been more relevant for families and pre-schoolers. Through inclusivity, gender equality and a global outlook on life, the brand continues to resonate with children as they create friendships to explore and discover the world around them.
Join the Mattel team at BLE to learn more about the future of Barbie, Thomas & Friends, and many more iconic franchises.