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Tag: Mattel

  • Netflix’s KPop Demon Hunters set to conquer toy aisles as Mattel & Hasbro get on board licensing bandwagon

    Netflix’s KPop Demon Hunters set to conquer toy aisles as Mattel & Hasbro get on board licensing bandwagon

    LOS ANGELES: Netflix has pulled off something rare: getting Mattel and Hasbro—bitter rivals in the toy wars—to share the spoils of its cultural juggernaut, KPop Demon Hunters. Both companies will serve as global co-master toy licensees, carving up a merchandise empire to satisfy fans who have turned the film into the streaming giant’s most-watched movie ever.

    Released in June 2025, the film has obliterated records with 325m views in 91 days. Its soundtrack hit number one on Billboard’s 200 Albums chart and has been streamed 8.3bn times. The single Golden became the longest-running number one by a girl group on the Billboard Hot 100 this century. All five main characters dominated Halloween costume searches, proving the frenzy extends well beyond the screen.

    “KPop Demon Hunters unleashed a global fan frenzy—we’re talking dancing, singing, and more screaming than anyone was emotionally prepared for,” said  Netflix chief marketing officer Marian Lee. The partnership, she added, means fans can finally get their hands on merchandise “they’ve been not-so-subtly demanding on every social platform known to humanity.”

    Mattel will unleash dolls, action figures, playsets and collectibles starting in 2026, with a presale three-pack of Huntr/X dolls available on Mattel Creations from 12 November. Mattel, chief global brand officer Roberto Stanichi promises to harness the company’s “world-class design, creative and marketing expertise” to delight fans worldwide.

    Hasbro is taking a different tack, leveraging its arsenal of brands—Monopoly, Nerf, Furby and Wizards of the Coast—for collaborations. Its first salvo is Monopoly Deal: KPop Demon Hunters, available for pre-order from 21 October and shipping on 1 January 2026. The full lineup, including plush toys, youth electronics and role-play gear, arrives in spring 2026.

    Hasbro president of toy, licensing and entertainment Tim Kilpin called the film “a powerful pop culture phenomenon with global resonance” that fits seamlessly with the company’s commitment to innovation.

    The film follows K-pop superstars Huntr/X, who moonlight as demon hunters protecting fans from supernatural threats—until they face off against a rival boy band of demons. Directed by Maggie Kang and Chris Appelhans, it is produced in partnership with Sony Pictures Animation.

    Products from both toy titans will flood retail shelves from spring 2026 through the holiday season and beyond.

    For Netflix, Mattel and Hasbro, the bet is simple: why fight over market share when there is enough screaming fandom to go around

  • Ogilvy’s influence chief calls time after 12 years

    Ogilvy’s influence chief calls time after 12 years

    LONDON: Rahul Titus is leaving WPP after a dozen years, during which he transformed Ogilvy into the world’s largest and most awarded influencer marketing operation. The global head of influence, who also leads influencer strategy for WPP Open X, announced his departure with plans for a trek to Everest Base Camp and some cycling holidays.

    Under Titus’s watch, Ogilvy has grown to employ more than 650 influencer specialists across over 30 markets. The agency has claimed the title of the world’s leading influencer network for seven consecutive years and won the Social & Creator Grand Prix at Cannes Lions for two years running.

    Titus joined Ogilvy as an intern in Bangalore before climbing through the ranks. He took on the role of managing partner and head of influence for Britain and Europe, the Middle East and Africa in September 2017, then became global head of influence in June 2022. His portfolio has included blue-chip clients such as Walgreens Boots Alliance, Bacardi, Mondelez, Mattel, Unilever, British Airways and Vodafone.

    Since November 2021, he has also served as global influence lead for WPP Open X, a bespoke unit that handles celebrity and influencer work for more than 200 Coca-Cola brands across 195 countries. He is a founding board member of the Influencer Marketing Trade Body, established in October 2021 to professionalise the industry.

    Before Ogilvy, Titus spent six months at YMU as director of social talent, where he managed digital-first creators. Earlier, he spent nearly three years at MediaCom, establishing and running its global influencer offering for clients including Shell, Revlon, LVMH and Sony. He began his career in search engine optimisation at Dentsu Aegis Network agencies Carat and iProspect.

    In his farewell message, Titus thanked WPP leaders including Julianna, Laurent, Fiona, Liz, Devika, Karen and Lindsay for their support. He said change was “scary but also exciting” and that he would be “cheering loudly from the sidelines” for his former colleagues.

  • Real Madrid forays into India with Dream Theatre partnership

    Real Madrid forays into India with Dream Theatre partnership

    MUMBAI: Dream Theatre, a leading licensing business developer, has announced a new collaboration with Legends, acting as an official business development partner for Real Madrid CF in India. This strategic alliance, facilitated by global premium experiences company Legends, aims to bolster the club’s global licensing programme, ensuring Real Madrid fans worldwide can readily acquire their preferred official club products.

    With Real Madrid’s formidable legacy and burgeoning global popularity, this partnership is set to enhance the club’s presence across the region while offering fans access to authentic, high-quality, licensed merchandise.

    “We are thrilled to partner with Legends and bring the iconic Real Madrid CF closer to its Indian fans,” stated Dream Theatre founder & chief executive Jiggy George. “This partnership marks a significant milestone in our efforts to cater to the growing demand for premium sports merchandise in India.”

    Legend s licensing manager Victoria Alba added, “Legends is excited to collaborate with Dream Theatre to bring Real Madrid’s licensing programme to new heights in India.”

    Dream Theatre specialises in leveraging licensing to create, represent, and distribute iconic brands across south Asia, spanning entertainment, sports, lifestyle, and corporate sectors. Its portfolio includes The Pokémon Co, Sanrio, Mattel, and Little Singham for licensing and merchandising in India and south Asia. The company also represents ChuChu TV, a popular children’s YouTube channel, for its global licensing and merchandising, alongside managing content syndication for key brands and retailing products through Dream Theatre group companies.

    Founded in 2008, Legends is a global premium experiences company that collaborates with prominent brands in sports and entertainment. It offers partners a comprehensive, data-driven service solution platform designed to drive revenue, elevate brand presence, and execute their vision. Legends is a leader in designing, planning, and delivering exceptional experiences across professional sports, collegiate, attractions, entertainment, conventions, and leisure.

  • Varun T Wanvari circles back to Himalaya Wellness

    Varun T Wanvari circles back to Himalaya Wellness

    MUMBAI: Varun T Wanvari has pulled off corporate India’s latest U-turn, returning to Himalaya Wellness Company in May after an 18-month sojourn through Amazon’s retail machinery.

    “Some journeys come a full circle,” the category manager declared on LinkedIn, clearly pleased with his homecoming. He’s not wrong—Wanvari previously managed lotions and creams at The Himalaya Drug Company from 2016 to 2018.

    His career reads like FMCG bingo: systems engineer at Tata Consultancy Services, marketing intern for Hot Wheels at Mattel, brand duties at Reliance’s Hamleys, and five years flogging Good Day biscuits and Toastea at Britannia Industries. Amazon beckoned in late 2023 as senior category manager, but the wellness world’s siren call proved stronger.

    “Grateful for the continued trust,” Wanvari said, deploying enough LinkedIn enthusiasm to power a small ashram. His hashtag-heavy post (#NewBeginnings #WellnessWithPur) suggests genuine excitement about returning to products you can actually smell.

    Whether he’ll apply Amazon’s data wizardry to ancient ayurvedic wisdom remains to be seen. This boomerang has landed exactly where it started—with considerably more corporate spin.

  • Mattel and DC reunite in toy partnership as superheroes find new home

    Mattel and DC reunite in toy partnership as superheroes find new home

    MUMBAI: In what industry insiders are calling a “plastic fantastic reunion,” Mattel, Inc. and Warner Bros. Discovery Global Consumer Products have announced a global licensing agreement that will see Batman and friends return to their former toy maker starting in late 2026.

    The multi-year deal grants Mattel rights to produce action figures, playsets and collectibles based on DC’s entire roster of spandex-clad do-gooders and cackling villains. This means everything from Batman’s brooding silhouette to The Joker’s maniacal grin will soon grace toy shelves worldwide.

    Nick Karamanos of Mattel declared it “an incredibly proud milestone” to welcome DC back to the fold, whilst carefully avoiding mention of the years DC spent gallivanting with rival toymakers. One imagines there might have been a rather awkward “where have you been all these years?” conversation at the negotiating table.

    Warner Bros.’ Robert Oberschelp noted the timing coincides with “DC’s exciting new chapter in 2025,” though he refrained from specifying whether this excitement involves yet another Batman reboot or simply the accountants’ jubilation at the licensing fees.

    The arrangement builds upon an existing relationship between the companies spanning more than 30 brands, including Harry Potter and oddly enough, Ted Lasso, should you fancy your child playing with a miniature football manager known for colourful language and biscuit diplomacy.

    Industry analysts suggest this corporate marriage may deliver a much-needed boost to both parties, though they’ve stopped short of calling it a “super” partnership. 

    At the very least, Batman fans can look forward to their hero returning to the plastic realm where he arguably belongs—standing proudly on bedroom shelves, forever frozen in a heroic pose whilst collecting a fine layer of dust.

  • Mattel renews licensing agreement with Pokémon

    Mattel renews licensing agreement with Pokémon

    Mumbai: Mattel has renewed its licensing partnership with The Pokemon Company International in the building sets category. Through the agreement, Mattel will continue to produce Pokemon toys and building sets under its Mega property.

    As a partner to The Pokemon Company International and by way of its Mega brand, Mattel has over the years produced buildable characters, playsets, building blocks and sets featuring some of the most popular Pokemon in the beloved entertainment franchise, such as Pikachu, Bulbasaur, Charmander, Squirtle, Gyarados, and Eevee. Following a strong response from consumers, the continued partnership between Mattel and The Pokémon Company International means they can create new Mega products for Pokémon fans for years to come.

    “The Pokemon Company International has built an incredible franchise for more than 25 years. We are proud to continue creating amazing products that allow fans to build and experience everything they love about Pokémon,” said Mattel senior vice president of entertainment partnerships Nick Karamanos.

    “Mattel continues to be an ideal partner in helping us deliver fun and innovative ways for fans to engage with Pokemon through construction play. Toys play an integral role in the Pokemon brand’s goal of bringing the joy of the brand to all types of Trainers, and we look forward to our renewed collaboration in supporting this mission,” said The Pokémon Company International senior director of licensing and promotions Amy Sachtleben.

  • Mattel’s Masters of the Universe launched on NFT platform Cryptoys

    Mattel’s Masters of the Universe launched on NFT platform Cryptoys

    Mumbai: The non-fungible token (NFT) platform that combines toys, gaming and entertainment to create an expansive playable universe Cryptoys has announced the launch of Masters of the Universe in a multiyear and global partnership deal with Mattel. 

    A new way for fans to collect and play with toy brands, Cryptoys are animated, playable collectibles that come to life the moment they’re unwrapped. The upcoming launch, timed to He-Man’s 40th birthday celebration this fall, will be the first to bring Masters of the Universe digital toys into a collectible, interactive world through the Cryptoys universe.

    Masters of the Universe fans will have a first look at the Cryptoys and Mattel partnership at San Diego Comic-Con, where exclusive collectible lapel pins featuring iconic characters (including arch enemies He-Man and Skeletor along with Battle Cat) will be given away daily at the Mattel booth.

    OnChain Studios CEO & co-founder Will Weinraub said, “The Masters of the Universe franchise is full of iconic, nostalgic characters that fans have been watching, playing with, and collecting for decades. Many of us grew up with Masters of the Universe, which is why we felt it was the perfect property to launch first on the Cryptoys platform as we partner with Mattel to bring new life to these beloved characters.”

  • Mattel inks multi-year deal with OnChain Studios’ Cryptoys NFT platform

    Mattel inks multi-year deal with OnChain Studios’ Cryptoys NFT platform

    Mumbai: OnChain Studios has announced a multi-year global partnership with toy maker Mattel for its Crptoys NFT platform.

    The partnership will give rise to a new generation of digital toys that exist on the blockchain. It will bring Mattel’s iconic brands into a collectible, interactive world through Cryptoy’s expansive and playable universe. Cryptoys are animated, playable collectibles.

    “Mattel shares our deep passion and innovative mindset for creating the future of play for the next generation.  Playable and interactive NFTs will be the first foray into Web3 and blockchain for millions of people, and we want Cryptoys to be the on-ramp that makes it fun and easy for everyone to collect and play,” said OnChain Studios CEO and co-founder Will Weinraub.

    “As owners of one of the largest portfolios of children and family entertainment franchises in the world, and as the first toy company to launch NFTs, we see incredible opportunity in the Metaverse for our cherished brands and iconic IP,” said Mattel president and COO Richard Dickson. “Mattel is continually stretching and scaling our brands to find the bridges between traditional toys and what’s next. We are excited to be expanding in this fast-growing space and to be the only toy company partner on the Cryptoys platform, giving fans of all ages new ways to be inspired by the Mattel brands they love.”

    Cryptoys’ summer 2022 launch will feature original character drops, followed by the first of many Mattel drops, including some of the company’s brands and characters.

  • Barbie’s new campaign says ‘You can be anything’

    Barbie’s new campaign says ‘You can be anything’

    MUMBAI: The iconic doll brand from the house of Mattel – Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them to believe that they can be anything.

    With the belief of ‘You Can Be Anything’ philosophy, Barbie reached out to mothers across India to know what their daughters aspire to become when they grow up. The response was overwhelming, with about 1,000 moms sharing beautiful stories of their daughters. Barbie finally chose three girls with most inspiring stories and decided to fulfill their dreams of becoming a chef, a gymnast and a comedian. The perfect role models who were brought on board to mentor, motivate and inspire these young girls were: Commonwealth Games gymnast, Meghana Reddy; Chef at Flavour Diaries, Anjali Pathak and Entertainer Urooj Ashfaq.

    https://m.facebook.com/story.php?story_fbid=768587216823224&id=170215379993747

    Barbie, along with these celebrated mentors created an intensive mentorship program, to help these girls overcome challenges, and accomplish infinite possibilities through hard work and dedication. This program was documented as a video by Barbie and released coinciding with International Day of the Girl Child, to encourage and motivate several other girls out there to conquer their dreams.

    Speaking on the occasion, Mattel head of marketing Lokesh Kataria says, “We are delighted to celebrate the International Day of the Girl Child in India with the release of our campaign video. This campaign was conceptualised to encourage young minds through actual stories and highlight the significance of empowering role models. We have tried to depict the importance of appropriate guidance in nurturing dreams. We are hopeful that this initiative will encourage the next generation to believe in their dreams and have faith in their potential.”

    Meghana Reddy, Commonwealth Games Gymnast: Telangana’s 19-year-old Meghana is India’s exclusive Olympic representative in gymnastics. She has been training under a former world champion in the US and UK for the last four years and has specialised in Rhythmic Gymnastics.

    Anjali Pathak, Chef of Flavour Diaries: Anjali Pathak is a foodie, passionate chef and a teacher. She has been running the popular food studio Flavour Diaries in Mumbai for three years now, offering hands-on cooking classes using fresh local produce, spanning across the Mediterranean, European, American and Asian cuisines.

    Urooj Ashfaq, Entertainer: The 22-year old is a writer and comedian working in Mumbai. She is one of the promising comedians in the circuit, who is known to be creating waves with her slick humor and cute face.

    Mattel Toys has focused its efforts around the core philosophy of ‘Play with a purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. For 59 years, Barbie has led girls on a path to self-discovery. After over 180 inspirational careers and diverse range of collectibles, Barbie—along with her friends and family—continues to inspire and encourage the next generation of girls that they can be anything.