BOLOGNA: Mattel Revamps Publishing

Mattel has unveiled new publishing plans at the Bologna Children's Book Fair including a renewed focus on Barbie story-telling and digital publishing.

April 6, 2018

BOLOGNA: Mattel Revamps Publishing

Mattel has unveiled new publishing plans at the Bologna Children's Book Fair, taking place this week in Italy, including a renewed focus on Barbie story-telling and digital publishing.

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“Barbie has had hundreds of careers and stories, those created and imagined by teams at Mattel, and those imagined by the millions of girls around the world that play with her each day," says Julie Pistor, vice president, entertainment, Mattel. "We’re really tapping into the how girls play with Barbie and taking those stories to a broader audience. Our girls tell us that Barbie can be a superhero, they say she is a smart, loving sister. They see her as tech loving adventurous girl, a real modern character.” 

“Barbie has always been a cultural icon

who reflects broader societal trends," adds Tanya Mann, vice president, consumer products creative, Mattel. "We wanted to create a new illustrative style that really reflects the latest generation of Barbie fans. She looks slightly younger, more relatable, but still remains on fashion trend. We are really excited to be sharing this with our partners and to see the great new publishing content that will be created from this contemporary direction.”  

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As Thomas & Friends embarks on its 70th anniversary this year, new content will include the DVD release of

Sodor’s Legend of the Lost Treasure

that will be supported with tie-in publishing, as well as a new picture book from Egmont.

A publishing program in the U.K. for Bob the Builder will boost the brand as it makes its debut on Channel 5's Milkshake.

Finally, Fireman Sam will get a number of new releases this year including the feature-length DVD special

Heroes of the Storm

and publishing products from Hachette, Panini and Egmont in Europe.

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