Mattel has announced the licensing of all magazines related to the brands of its portfolio in Italy, such as Barbie Magazine, Mia Prima Barbie, Hot Wheels and Thomas to Panini Spa. 

"It was an absolutely natural choice," says Claudia Lucarella, head, magazine, EMEA. "Panini is the undisputed leader in the children's segment and is certainly the publisher to continue the path that Mattel magazines have taken over many years. With Panini, I am sure that Barbie and all the other magazines will continue to grow with continuity with respect to the strategic and creative choices carried out so far.” 

"The arrival of Barbie and the Mattel publications in the Panini publishing park is the realization of another great dream, bringing the icon of Italian publishing for girls to our universe of titles,” says Marco Marcello Lupoi, editorial director, Panini Comics. “Barbie has always been an icon of style, and the ambassador of a world of infinite possibilities for young readers. Under the Panini banner, we are sure that Barbie and the other Mattel series will reach new heights of popularity and success.” 

With the management of Panini Spa, which already publishes various Mattel titles in France and Germany, a continuity of contents and strategies is more in line with the mission of Mattel Publishing. 

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The launch of the new “made in Panini” editions on newsstands is scheduled for October.