Mattel unveils Tokyo 2020 Olympic Games toy range

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.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

MORE NEWS
HK50500x500
 
Sanrio is to host a range of programmes across the year in the US for fans of Hello Kitty, marking the character's 50th anniversary....
PaniniLivGolf500x500
 
Professional men's golf tour, LIV Golf has secured a multi-year partnership with Panini, which sees the company become the exclusive trading card partner for the league....
GibsonGarage500x500
 
Pitched as the 'ultimate' guitar experience and located near London's Oxford Street, it marks the first ever Gibson Garage Experience store overseas....
FendiChupaChups500x500
 
Designer brand Fendi unveiled a unique charm created in collaboration with Perfetti Van Melle and its Chupa Chups brand at Milan Fashion Week....
MDLat10500x500
 
Italian licensing agency Maurizio Distefano Licensing is marking the 10th anniversary of its foundation in 2024, and has further growth and innovation in its plans....
BLLAS24new500x500
 
There are now just two weeks left to get your entries and nominations in for the Brand & Lifestyle Licensing Awards 2024 - with the entry portal due to close on Friday 8 March....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.