Licensing deal will mark the first time Mattel has launched a product range in China before the rest of the world.
Under the terms of the agreement, Mattel will manufacture, distribute and market a variety of toys and consumer products based on the franchise, including games, action figures and other products. In addition, the toy company will manage the global licensing and merchandising for “BattleClaw.”
Aimed at boys, ages 6-10, the new animated series is slated to launch in China this month. Mattel will launch the toy range in the country soon after.
Additionally, the agreement marks the first time a Chinese property has signed a global master toy license as well as the first time this type of license will have its worldwide launch in China.
“We are very excited and proud to have produced the first Chinese property to attract such a major international toy deal,” says Lisa Zhong, president, UYoung. “On seeing ‘BattleClaw,’ Mattel immediately recognized its high
“BattleClaw” will follow the story of Ty and other competitors who use BattleClaws to capture the elusive creatures known as Elemites. Each BattleClaw shoots out a powerful energy claw, which the fighter can snap closed to capture anything in its path. Once the fighter captures Elemites, he or she can use the BattleClaw’s head-up display to combine the Elemites and shoot them out to create a beast that can go into battle against others.
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