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.


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