Including Mattel launching a global consumer products partnership between Barbie and Zara.
Source rounds up more news from the licensing industry across the globe from the week.
Mattel’s Barbie brand has launched a new clothing collection with Zara – marking the first time the two have come together on a complete bespoke collaboration which incorporates product and digital marketing elements. The CP partnership – which is available globally online and in-store – includes an eight-piece female activewear collection. Featured items include a hoodie, jogging trousers, long sleeve top, t-shirts, shorts and swimwear. The clothing selected by the Zara fashion team for Barbie to wear showcases new creative images that are printed on two different tees that make up a part of the bigger collection. In addition, a limited edition of Barbie dolls will be sold on Zara online. The two dolls will each wear statement activewear stamped with ‘Zara Barbie 1959’.
WildBrain CPLG has secured a multi-territory representation deal for online mobile game, Brawl Stars, with the brand’s global rights holder LINE FRIENDS. The deal marks an extension of the agency’s existing partnership with LINE FRIENDS for character brands BROWN & FRIENDS and BT21. WildBrain CPLG will now represent Brawl Stars across the UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine. The licensing programme will be aimed at fans of all ages and target key categories such as apparel, accessories, toy, homewares and stationery.
Steamforged Games is bringing SEGA’s classic blue speedster to the tabletop in Sonic: The Card Game. The new title allows two to six players the chance to race through a new level every time they play. To win, they must collect rings, grab bonus cards and dodge enemies. The person with the most ring tokens and lives remaining wins. Players can select characters including Sonic, Knuckles, Tails, Amy, Blaze and Shadow.
Edutainment Licensing has confirmed a new partnership with Kennedy Publishing for the NSPCC’s Buddy. The campaign will start on 26 May in Busy Time and will continue in Get Busy on 24 June. The Buddy page will feature the key message from the campaign – ‘Speak Out. Stay Safe’ – alongside an activity for children to enjoy and engage with.
Kids music brand, Kidz Bop continues to expand its partnership with Sky Kids, confirming a new fitness series – Kidz Bop Presents: Move it – and a Kidz Bop live concert special, this April and May respectively.
The Matchbox brand has presented a first of its kind, carbon neutral Tesla Roadster die-cast vehicle, which is made from 99% recycled materials as a brand blueprint for the future. The ultimate goal – which is outlined as part of Mattel’s 2030 sustainability plan – is to use 100% recycled, recyclable or bio-based plastic materials across all Matchbox cars, play-sets and packaging.
ZAG is further building its executive team with the appointment of Christophe Vallade as vp global ecommerce and Ben Johnson as svp legal and litigation.
Miniclip has appointed Stefan Beurier as its new chief financial officer. Miniclip develops, publishes and distributes games to an audience of over 250 million monthly active users across mobile, social and online platforms.