Mattel Debuts New Brand

NORTH AMERICA–Mattel has launched a new brand franchise that celebrates the bond between and kids and animals, titled “Enchantimals.”

April 6, 2018

Mattel Debuts New Brand

The “Enchantimals” brand will also include a content series highlighting each character and their animal bestie.


Launching as a series of 14 dolls and three playsets, the new brand features five core characters (who are half animal) who share a bond with their accompanying animal bestie. Each doll also shares a ritual with her animal friend, celebrating their unique traits and personalities while aiming to inspire stories of friendship, empathy and compassion toward all living things.

Core characters for the new brand include: Felicity Fox & Flick, Danessa Deer & Sprint, Sage Skunk & Casper, Bree Bunny & Twist and Patter Peacock & Flap.


Additionally, Mattel plans to bring the new characters and their stories to life through a range of short-form YouTube videos as well as a 60-minute televised special this fall.

“At Mattel, we are passionate about introducing properties that are both on-trend and purposeful,” says Lori Pantel, senior vice president and general manager, Girls’

Toy Box, Mattel. “We’re essentially bringing a popular animal aesthetic inspired by social media filters and marrying it with product and stories encouraging empathy and friendship.”

The “Enchantimals” product line is set to roll out to retailers throughout the U.S. this fall.

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