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.

The Barbie story-telling initiative gives the iconic doll a new look and new brand narratives that will launch in 2016. The property will be further extended through entertainment tie-in programs, illustrated storybooks and a new chapter book series, Malibu Mysteries.

“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.”  

Additionally, Mattel has created a new digital publishing team that will support all of the toy company's top brands and has also presented new publishing products for its powerhouse preschool brands including Thomas & Friends, Bob the Builder and Fireman Sam.  

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.