Mattel, 9 Story Media Ink Multi-Year Deal for 'Karma's World'Mattel, 9 Story Media Ink Multi-Year Deal for 'Karma's World'

Mattel has joined forces with 9 Story Media Group and Karma's World Entertainment for a multi-year global licensing deal for "Karma's World," the new CG animated series premiering on Netflix later this year. The deal was brokered by 9 Story's dedicated brand management and consumer products division, 9 Story Brands.

"At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them," says Nick Karamanos, senior vice president, entertainment partnerships, Mattel. "We were inspired by Karma's story and message of self-empowerment and look forward to introducing a line of toys that will bring her world to life for children across the globe."

Mattel has the global licensing rights to develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more. The collection is expected to launch at retailers across the globe beginning fall 2022.

"We are thrilled to announce Mattel as our global toy partner for 'Karma's World,'" says Kyra Halperin, co-vice president, consumer products, 9 Story. "We've been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel's global reach for this age demographic and expertise in the doll space, we know they will develop an unrivaled program that kids around the world will love."

Created by rapper, actor, producer, entrepreneur and philanthropist Chris' Ludacris' Bridges, "Karma's World" was initially inspired by Bridges' oldest daughter. Geared for children ages 6 to 9, "Karma's World is a coming-of-age story about a young Black girl finding her voice and using it to change her world.

"' Karma's World' is an important legacy that I want to leave for my daughters," says Bridges. "The world needs more positive portrayals of Black girls in pop culture. Mattel has gotten behind Karma's messages of empowerment, self-expression and using your voice to change the world. I'm so excited for the impressive line they are developing to be available to kids everywhere."