Mattel Signs on for Mia and Me

Mattel has partnered with the Italian entertainment company Rainbow to create a toy line for the new girl’s property Mia and Me.

Aimed at girl’s ages 5 to 8, the combination live-action/animation TV series “Mia and Me” will air in more than 50 territories globally this year.

In addition to Mattel, a major licensing program is already underway for the property and includes licensing partners Panini, Unilever Germany, Belltex, Clementoni Schmidt Spiele and Egmont. Products are expected to hit retail in 2013.

“Mia and Me is an exciting new property for Rainbow, and we are thrilled to have secured Mattel as our toy partner,” says Bettina Koeckler, senior vice president and general manager global consumer products, Rainbow. “Their enormous experience and success at retail makes them the perfect fit for the brand.”

Rainbow will be presenting Mia and Me in Booth 5727 at Licensing Expo, June 12-14 in Las Vegas, Nev.