Each product aims to highlight inclusivity and innovation, with toys reflecting new sports at the Games.
The International Olympic Committee and Mattel have launched their first product collection across the latter’s key brands to celebrate the Toyko 2020 Olympic Games.
The collection features a variety of special products across the Barbie, Hot Wheels and UNO brands.
Mattel collaborated with the IOC and Tokyo 2020 Organising Committee of the Olympic Games to create the toys, as part of a new licensing agreement and in line with the IOC Global Licensing Strategy.
The international product line – which will be available in the spring – aims to highlight inclusivity and innovation, with toys reflecting the five new sports added to the Olympic programme in Tokyo: baseball/softball, sport climbing, karate, skateboarding and surfing.
Barbie, for example, embraces the five new sports, while the Hot Wheels offer includes special versions of worldwide Olympic partner Toyota’s vehicles and the limited edition UNO deck features the mascot of the Games, ‘Miraitowa’.
“Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages,” said Janet Hsu, chief franchise officer at Mattel. “The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”
Timo Lumme, md of IOC Television and Marketing Services, added: “In line with our global licensing strategy, this new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values.”
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