Mattel to launch owned publishing imprint

Mattel has revealed its plans to launch a Mattel publishing imprint, the company’s own publishing platform centred on its extensive catalogue of children’s and family entertainment franchises.

The imprint is expected to launch in the US and Canada in 2024 and will complement content, support brand initiatives, and create new stories based on Mattel franchises including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Monster High, Polly Pocket and Barney among others.

Releases will include print books, audio books and ebooks, as well as digital content on Caribu, Mattel’s direct-to-consumer entertainment platform with a video calling feature that allows users to read books, watch videos, draw, and play games or engage in an interactive video call.

Titles from Mattel’s imprint will complement programmes from its licensing partners with formats to include board books, storybooks, leveled readers, middle-grade titles, activity titles, guidebooks and more.

“We have seen firsthand the immense value in providing fans of our franchises with multiple avenues to further engage with their favorite Mattel brands, characters, storylines and worlds,” commented Josh Silverman, chief franchise officer and global head of consumer products at Mattel. “In launching our own publishing imprint, we simultaneously unlock limitless exploration for kids while continuing to realize the full value of our IP.”

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