Mattel and Crayola are partnering for a global licensing deal that will bring Crayola branded Barbie and Hot Wheels product lines to children around the world.
The initial launch of Mattel branded product will include Mess Free Color Wonder, art activities featuring markers that only appear on Crayola’s Color Wonder paper, and a line of Giant Coloring Pages. Both lines are in stores now. A later launch will feature the Crayola ColorStudio HD and iMarker, a Crayola app plus “appsessorie” that convert iPads into coloring books.
Global distribution will include the U.S., Canada, the U.K., Italy, Mexico, Latin America, Asia and Australia.
“Both Crayola and Mattel have a rich history and expertise in providing kids with products that inspire and encourage creativity through open-ended play,” says Rosa Zeegers, senior vice president, global consumer products licensing, Mattel. “Together, we are offering children a way to deepen the play experience–inspiring creativity and storytelling by combining the power of Crayola with beloved toy brands–Barbie and Hot Wheels.”
“Our partnership with Mattel brings together the foremost toy brands that inspire play in virtually every child with Crayola colors that inspire everything imaginable in children,” says Warren Schorr, vice president, licensing, Crayola. “We are very excited to bring Crayola color and innovation to the way kids experience Barbie and Hot Wheels and we think kids will be, too.”