Marks the first time a Chinese property has signed a global master toy licence.
In a landmark deal for a Chinese property, Mattel has signed up to be the global master toy partner for UYoung’s boys’ action series, BattleClaw.
The agreement marks a series of firsts – it is the first time a Chinese property has signed a global master toy licence and also the first time such a licence will have its worldwide launch in China.
In addition, the series is the first boys’ action show produced by UYoung targeting both China and the international marketplace.
The animated action series is due to launch on Chinese state broadcaster CCTV on November 25, with Mattel rolling out the toy range – including games and action figures – in the country soon after.
Mattel will also manage the global licensing and merchandising for BattleClaw.
Lisa Zhong, president of UYoung, said: “We are very excited and proud to have produced the first Chinese property to attract such a major international toy deal.
“On seeing BattleClaw, Mattel immediately recognised its high quality and its international toyetic appeal. At UYoung we remain committed to creating and developing world-class animated content which appeals to both Chinese and international markets.”