Mattel Brands and Fisher-Price Transform Licensing Approach for Global Growth, Creating Category Statements with Evergreen Brands and New Franchises
June 18, 2013

New Consumer Products Initiatives Position Barbie®, Monster High®, Hot Wheels® and Fisher-Price® for Global Growth and Category Expansion


mattelLAS VEGAS–(BUSINESS WIRE)-– Mattel® Brands and Fisher-Price® are transforming their licensing approach to stay better connected to consumers worldwide by creating a new global structure, prioritizing its portfolio of brands and continuing to partner with best-in-class partners to foster global growth.

Continuing the momentum from recent years, as Mattel® Brands and Fisher-Price have grown 19 percentage points, adding $1.6 billion dollars to retails sales, the Mattel Brands consumer products group has identified global business category leaders and a global creative team to further support growth, ensure product quality and create a meaningful differentiation for partners and consumers.

“We are creating an organization that can think globally and act locally, allowing us to improve our speed to market and identify global trends,” said Jessi Dunne, GM & SVP Global Consumer Products, Mattel Brands and Fisher-Price. “We have strong brands that deliver on both consumers’ expectations and a desired emotional connection — by continuing to refresh and reinterpret these brands we are able to build compelling programs outside of the toy box.”

Boasting Barbie®, the #1 fashion doll1, Monster High®, the #2 fashion doll2, Hot Wheels®, the #1 vehicle property3 and Fisher Price®, the #1 infant manufacturer4; Mattel® and Fisher-Price® are proven leaders in building multidimensional brands.

This year, Mattel® Brands and Fisher-Price® will showcase the power of our portfolio highlighting premiere partnerships for its key properties including Barbie®, Monster High®, Hot Wheels®, and Fisher-Price® at Las Vegas Licensing Show in booth #Q131.

Highlights include:


American Greetings partners with Barbie® to introduce a line of ornaments this holiday season, featuring 14 different designs including a commemorative 25th anniversary Holiday Barbie™ ornament. (Available: Fall 2013 at select mass, specialty and drug stores and; SRP: $4.99 – $19.95)

Elan Polo International is launching Monster High™ footwear this back-to-school season. The collection highlights the best of today’s shoe style trends with freaky fab details that will make this product line come alive. (Available: Fall 2013 at select mass retailers; SRP: $12.00 – $30.00)


All new Fisher-Price™ nursery furniture from Bivona & Company features convertible crib that ‘grows’ with baby from a crib to toddler bed, daybed to full-sized bed. Just the Right Height™ adjustable legs lets parent select from three crib heights. Eight different styles and three colors in all. Mattress, contour pads, drawer sets and case pieces also available. (Available: Now; online at all major retailers; SRP: $169.99-229.99)

Perfect for any Monster High™ ghoul on the go, this hard shell rolling luggage from Calego International has independent turning wheels, a high gloss finish and features fan favorites Frankie Stein™, Clawdeen Wolf™ and Draculaura™. (Available: Now at Walmart Canada; SRP: $35.00)

Girls who loved Barbie™ in the Pink Shoes will also love the new ballerina and Barbie™ inspired sheets, comforters, blankets, throws and pillows by Franco Manufacturing. (Available: June 2013 at Target; SRP: $14.99 – $32.99) New Monster Highbedding and bathroom accessories allow girls to monsterfy their rooms with product ranging from sheets to comforters, blankets to pillows, towels to shower curtains and more. (Available: Now at Target (bath accessories) and at mass, midtier and specialty stores (bedding); SRP: $5.99 – $69.99)

Hunter Amenities and Fisher-Price introduce a new line of bath & body products, made with natural and organic ingredients that address the unique needs of newborn, infant and toddler skin. (Available: Now; SRP: $3.99 – $7.99)


Sing along to the Barbie™ World Tour Party Mix and Holiday Party Mix CDs by Mood Entertainment featuring popular hits performed by kids for kids. (Available: mass retailers in the US and Canada; SRP: $9.99) Also new in 2013 is a line of Fisher-Price board books tailored to infants and toddlers. (Available: Wal-Mart; SRP: $7.99)


Shop ’til you drop with the Barbie™ App-tastic Cash Register from Kid Designs with LCD, working keypad and cash drawer. Download the app on an iOS device to scan real UPC codes, customize five fabulous shops, create personalized membership cards and play express checkout game. (Available: Fall 2013; SRP: $29.99)

Mega Bloks Barbie® Rock Star Stage lets girls build the ultimate concert complete with amplifiers, glittering blocks, a sparkling disco ball or play songs performed by Barbie or your favorites from the radio! (Available: Fall 2013; SRP: $59.99) Mega Bloks Hot Wheels Test Facility and Hot Wheels™ Cars lets boys build over 30 stunts as well as two customizable cars and figures. (Available: Fall 2013; SRP: $5.99 – $39.99)

Barbie®, Monster High® and Hot Wheels® fans will be able to personalize their tablet with the help of Vivitar’s branded Personality Packs by Sakar. Personality Packs include the ability to install branded apps, content, wallpaper, widgets and more directly on to the Camelio tablet by Vivitar and comes with a branded case. (Available: Fall 2013 at Wal-Mart and; SRP: $29.99 (Personality Pack) and $99.99 (Camelio Tablet))

The Canadian Group (TCG) introduces a line of Fisher-Price™ pre-school games, for the youngest of game players, that leverage the brand’s most iconic toys and helps to develop critical cognitive, physical and social skills. Available: Fall 2013; SRP: $9.99 – $24.99

BARBIE, MONSTER HIGH, FISHER-PRICE, HOT WHEELS and associated trademarks and trade dress are owned by, and used under license from, Mattel, ©2013 Mattel. All Rights Reserved.


1 Source: The NPD Group Inc./ Retail Tracking Service/12ME April ’13/Fashion Dolls Figs Subclass/Dollar Volume

2 Source: The NPD Group Inc./ Retail Tracking Service/12ME April ’13/Fashion Dolls Figs

3 Source: The NPD Group Inc./ Retail Tracking Service/ 12ME April ’13/Vehicles Supercategory/Dollar Volume

4 Source: The NPD Group Inc./ Retail Tracking Service/ 12ME April ’13/Infant Toys Segment/Dollar Volume

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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