BOLOGNA: Mattel Revamps Publishing

“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

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.