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Mattel, Magic Wheelchair and Monster City Studios Reveal Barbie-Themed Wheelchair

The moment took place at day two of Licensing Expo.

License Global

May 25, 2022

2 Min Read
Estrella Rodriguez leads the character parade in her new wheelchair.Licensing Expo

Licensing Expo, the world’s largest licensing trade show, hosted the second annual Magic Wheelchair reveal today in partnership with Mattel, Magic Wheelchair and Monster City Studios. Estrella Rodriguez, a nine-year-old living with spina bifida, was celebrated on stage as she locked eyes on her brand-new Barbie-themed wheelchair that brings her favorite IP to life.  

Magic Wheelchair, a nonprofit organization that works to provide custom youth wheelchairs, partnered with Licensing Expo and Mattel to design a wheelchair costume of Estrella’s dreams, at no cost to her family. 

The reveal took place today at the Licensing Expo Spotlight Stage, where Anna Knight, senior vice president, Global Licensing Group, presented alongside Richard Dickson, president and chief operating officer, Mattel, James Powell, vice president, design, Monster City Studios and Christine Getman, executive director, Magic Wheelchair. Immediately following, Estrella led Licensing Expo’s character parade throughout the expo hall, concluding at Mattel’s booth, where she was gifted with more of her favorite Barbie products.   

“It is amazing and humbling to be part of something as beautiful as the work Magic Wheelchair and Monster City Studios undertook to bring this vision to life for Estrella,” says Richard Dickson, president and chief operating officer, Mattel. “On behalf of all of the teams at Mattel and the Mattel Children’s Foundation I thank you all for helping us continue to deliver on the Barbie brand purpose to inspire the limitless potential in every girl.” 

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“Even though we have built thousands of IP-based wheelchairs for children across the nation, each reveal is a different experience,” says Powell. “Today, we saw Estrella’s face light up as Barbie became a reality. It was a pleasure to build the wheelchair for Estrella and we look forward to helping so many more kids.” 

Estrella and her family enjoyed an afternoon at Licensing Expo leading the character parade, which featured dozens of globally recognized characters such as Bluey, Daniel Tiger and All-Star Kids. The family were gifted a prize package from Mattel and received free family-friendly experiences and dining from the Mandalay Bay Convention Center.   

“Today, we saw a young girl’s dream come true,” says Anna Knight, senior vice president, Global Licensing Group, organizers of Licensing Expo. “Licensing takes many forms, and Mattel, Magic Wheelchair and Monster City Studios harnessed the power of brand extensions to turn a beloved brand, Barbie, into reality. We are so happy for you, Estrella, and thank you for letting us be a part of your magical moment!” 

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.

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