Mattel has partnered with the Olympic Committee on a range of toys to celebrate the Tokyo 2020 Games.
The collection features a variety of special-edition licensed products across Mattel’s Barbie, Hot Wheels and Uno brands.
Available internationally from spring, designs are inspired by the five new sports at this year’s event – baseball/softball, sport climbing, karate, skateboarding and surfing – as well as Tokyo 2020 mascot Miraitowa.
“Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages,” says Janet Hsu, Chief Franchise Officer of Mattel.
“The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”
The toys are part of the IOC’s global licensing strategy that it hoped will extend the reach of the Games beyond the month-long competition, as well as attract new audiences.
“This new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values,” says Timo Lumme, Managing Director of IOC Television and Marketing Services.