Mattel signs global deal for music sensation BTS

The toymaker will produce dolls, collectables and games inspired by the South Korean boy band, launching this summer

Written by Rhys Thomas

Posted 07.01.2019 | Toys

Mattel signs global deal for music sensation BTS thumbnail

Mattel has signed a global licensing deal for BTS, one of the hottest music acts in the world.

Inked with the South Korean boy band’s label Big Hit Entertainment, the deal will see Mattel create dolls, collectables figures, games and more inspired the group.

The collaboration launches this summer with a first-ever BTS-inspired toy line created around the likenesses of the band's seven members: RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. The dolls will be fashioned in the looks from the BTS' iconic and YouTube record-breaking IDOL music video, which you can either enjoy or familiarise yourself with below.

 

"BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band," said Sejal Shah Miller, Senior Vice President and Global Brand GM for Mattel. "Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS."

Mattel's announcement tweet has been shared more than 400,000 times

BTS, which stands for Bangtan Sonyeondan or ‘Beyond the Scene’, have found a huge global fanbase, with millions following and interacting with the group on social media and billions watching their music videos on YouTube. The group also made the front cover of Time magazine and have just completed a worldwide tour.


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