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.”

Read more about:

BTSMattel

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like