Mattel secures Despicable Me license

Three-year partnership with Universal Brand Development will kick start with toy launch for 2020 Minions movie sequel

Written by Rhys Thomas

Posted 20.02.2019 | Toys

Mattel secures Despicable Me license thumbnail

The Minions have found a new home at Mattel, which has signed a three-year deal with Universal Brand Development to create toys based on the Despicable Me franchise.

Mattel will create a full range of toys based on Illumination Entertainment’s blockbuster animation, covering dolls, playsets, role-play and accessories, action figures, games, plush, vehicles and RC.

The license covers North America, alongside a number of key international markets.

Toys will be launched to coincide with Minions 2, Illumination’s 2020 follow up to the Minions movie.

“As the stars of the highest-grossing animated franchise to date, Illumination’s Minions have captured the imaginations and hearts of people around the world,” says Janet Hsu, Chief Franchise Management Officer, Mattel.

“We are delighted to partner with Illumination and Universal Brand Development to provide fans of all ages a deeper connection to these beloved characters.”

Vince Klaseus, President at Universal Brand Development, adds: “As we continue to develop richer, more engaging ways for fans to interact with our brands, we are excited to collaborate with Illumination and Mattel to design a brand-new line of toys and consumer products, inspired by Illumination’s Despicable Me franchise.

“Illumination’s Minions are a global pop-culture phenomenon, embraced by all ages and cultures, and we’re excited for the global launch of Minions 2 and for Mattel’s new toy and products lines, which are sure to inspire creativity, open up new ways to play and extend the storytelling.”

Minions 2 will hit cinemas from July 2020, continuing the adventures of Minions Stuart, Kevin and Bob.


Adidas x Arizona Ice Tea footwear pop-up shut down by police thumbnail

Adidas x Arizona Ice Tea footwear pop-up shut down by police

Such was the demand for the promised $1-per-pair collab that the NYPD was yesterday forced to move crowds on before ...

The Licensing Awards 2019 finalists revealed thumbnail

The Licensing Awards 2019 finalists revealed

Shortlist for the retail, product, property and licensed promotion categories announced

Funko launches first foray into board games with Harry Potter thumbnail

Funko launches first foray into board games with Harry Potter

Pop culture specialist launched new board game brand Funkoverse at San Diego Comic-Con, with six licensed titles in the first ...

Press Releases

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series