Mattel Nabs BTS Toy Deal

Mattel has inked a worldwide licensing agreement with global pop sensation BTS through its label Big Hit Entertainment.

License Global

January 7, 2019

1 Min Read

Under the terms of the multi-category deal, Mattel will launch dolls, collectible figures, games and more featuring the Korean boy band.

The collaboration will kick off this summer with dolls featuring the likenesses of band members RM, Jin, Suga, J-hope, Jimin, V and Jung Kook in outfits from their music video, “Idol.” “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,” says Sejal Shah Miller, senior vice president and global general manager, 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.”

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