LICENSING MAGAZINE - SPECIAL MATTEL

Ruth Henriquez, Mattel EMEA Head of Consumer Products

Bologna is a special moment in the licensing world, it’s great to be back with the team for another year, meeting our customers and partners face to face. At Mattel, we are the custodians of one of the strongest catalogues of children and family entertainment franchises in the world, it is our job to make sure the brands that have been loved for generations continue to be culturally relevant and reflect the world around them.

Reenergising our entire brand portfolio has been key for us over the past few years and purpose is at the heart of being able to do that. We follow a simple playbook of brand purpose, design led innovation, cultural relevance, and executional excellence –these values flow through our business and help us achieve success. Success that follows our house of experts, as they are empowered to reach their full potential, which is crucial as we enter 2023 and beyond.

I am particularly excited about the global rollout of Monster High, as well as the premiere of the Barbie movie, our first theatrical release – it will be a moment to showcase the best of what Mattel is and what we can do. From toy, consumer products, live events, multi-platform

content, fashion and more – this is the time to showcase our full franchise approach and we can’t wait to take all our partners on the journey with us.

I will be speaking at 10:30 in the Licensing Conference Room, HALL 29 – MALL 2 on the 7th March, in the frame of the International Kids Licensing Days.

Custodians of icons

Mattel is the custodian of numerous iconic brands, brands that are constantly innovating and adapting to maintain purpose, cultural relevance, and executional excellence.

Play is the way at Mattel, as they create innovative products across a range of categories, that inspire, entertain, and develop children through play. Mattel reaches a wide range of people, with its portfolio including brands such as Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, Uno, Masters of the

Purpose x Relevance = Impact

Barbie has a global recognition of 99%, and as the original girl empowerment brand has an important mission to make sure girls across the world feel represented and seen. In the early days of Barbie, the brand became the world’s largest manufacturer of women’s clothing, but there’s a difference between being in fashion and being fashionable – as custodians Mattel are empowering girls to know it’s more than what you wear, it’s what you stand for. No one knows better than Richard Dickson, Mattel‘s president and Chief Operating

Universe, Monster High, and Mega, as well as other popular intellectual properties that Mattel owns or licenses in partnership with global entertainment companies.

Officer, how well the doll, fashion, and purpose can go together. In his 22 years at the company, Barbie has diversified and been given a raison d‘être. More body silhouettes, more cultural identities, even more vlogs, more events, and more designers creating outfits for her. “Now Barbie‘s evolution is dictating how we

HOT WHEELS

Where legends are made

Founded in California in 1968, Hot Wheels is the global category leader in toy vehicles – a position it has held for decades. The brand has evolved into a global franchise powerhouse allowing Mattel to expand its audience and stay relevant for more than 50 years.

Targeting people of all ages, Hot Wheels sparks the challenger spirit in fans of all ages, genders and backgrounds. The brand’s first-ever adult-facing campaign, “Where Legends are Made” serves as an umbrella for the adult-facing activities Hot

evolve Mattel.”

From Versace to Puma, Balmain to Keith Haring – fashion houses have seen the power of the brand and pushed forward in collaborative work. With dialogues opening up with new partners, inspired by the Barbie stance, it’s exciting to see where the brand will go.

Wheels will launch in the future, expanding beyond traditional automotive into pop culture. Taking the full franchise approach prevalent across Mattel’s portfolio, Hot Wheels is entering industries such as fashion, film, gaming, NFTs and luxury, while remaining true to the brand’s car culture heritage with live events such as the “Hot Wheels Legends Tour” – the world’s largest traveling custom car show.

Mattel has an important mission of carrying the torch for some of the most beloved publishing properties in the world – taking the stories that have been with many throughout their childhoods and evolving them to be relevant to today’s generation. From Hot Wheels and Barbie, to Thomas & Friends, Fireman Sam, and Monster High the history of Mattel in publishing is a story written with purpose, intent, and success. From historic

MAGAZINES

For the love of storytelling Telling the story of the day

Since the 1978 launch of ‘Barbie Magazine’, Mattel has been there for countless generations of girls. The magazine transformed and adapted to its audience and spoke directly to the needs of generations of children - with comics, stories, fashion and beauty tips, and interviews with celebrities all brought to life in the pages.

Over the years ‘Barbie Magazine’ has been joined by other magazines dedicated to telling the individual stories of brands from across Mattel’s portfolio, from Hot Wheels to Polly Pocket, Thomas & Friends to Monster High. From the very first issues,

partnerships with the likes of Panini and Egmont, to revolutionary launches with Toniebox – Mattel’s collaborative approach has given their brands a longevity not always seen across the publishing industry.

Mattel has stimulated the curiosity of young minds, championing them through the pages, a success reflected in magazine sales charts.

PUBLISHING

Storytelling beyond the screen

Mattel is ever evolving in the entertainment industry, with TV and films launches throughout the year bleeding endless possibilities across the franchises.

Fireman Sam is back in action, with series 14 expanding the storytelling ability of the brand, as well as teaching important safety lessons. The hero next door brings with him a lot of excitement for the publishing industry from magazines, to audiobooks and sticker albums to hardbacks. There is so much fun to be had with Sam, as his universe expands with the arrival of Pilot Krystyna Kaminski and her all-new air and eco-electric fire rescue plane, FireSwift, which is located at the first-ever Pontypandy Airport. New characters, new locations, new ways to tell the story. Perhaps one of the most anticipated launches of this year is “Monster High” - with a new animated series and movie

sequel greenlit. The brand was developed with purpose and has advocated for the creation of a more accepting world where everyone feels proud to be their authentic self and let their inner monster shine. As the original backbone of this brand, publishing has a big role to play in making sure that the story still resonates across the various mediums. The brand development on offer allows for even more storytelling opportunities, by representing a wide array of body shapes and styles - entertaining, educating and inspiring children on important issues through exciting stories and characters.

“As Mattel’s publishing portfolio moves forward towards 2024, it’s important to recognise that the brands of today are also brands of tomorrow – they will be the stories told to future generations in innovative ways we are yet to see, and we’re excited to explore the endless possibilities.”

Claudia Lucarella, Mattel Head of Publishing

Be yourself, be unique, be a monster!

2023 is a year of excitement for Mattel with lots of things on the horizon, perhaps one of the most anticipated launches of this year is “Monster High” - with a live-action movie musical based on the iconic “Monster High” series streaming now on Paramount+, fans will be able to get their fill of the famous group of friends.

Kids can also enjoy the new animated series, Monster High: The Series, airing on Nickelodeon and streaming now on Paramount+. Nickelodeon and Mattel Television have also given the green light to a sequel to the movie which will air on Nickelodeon and stream on Paramount+ later in 2023. These projects join other Mattel Television content in production, including series and specials based on Barbie, “Masters of the Universe”, “Thomas & Friends”, “Polly Pocket”, “Pictionary” and

“Fireman Sam”, to name a few. Originally created in 2010, the Monster High brand, which spans dolls, content, and franchise products, has always advocated

for the creation of a more accepting world where everyone feels proud to be their authentic self and let their inner monster shine. Monster High returned in 2022, reimagined with a new set of ‘fangtastic’ characters that embrace what makes them unique, rallying people everywhere to be themselves, be unique and be a monster. Monster High is a prime example of Mattel’s playbook in action, driven by its four pillars of brand purpose, design-led innovation, cultural relevance, and executional excellence. Since the beginning, the brand has advocated for a more accepting world, a message which strongly resonates with consumers having sold 150 million dolls in over 60 countries. Community, acceptance, and belonging are core tenants for this ghoul-orious group. It’s not about one monster, but each one of them – coming together, supporting one another other, and embracing their unique differences. By reimagining the brand with new content and dolls, Monster High can better connect with, and make a greater impact on, issues that are core to the brand purpose: inclusion, diversity, and community.

January 2023 saw a new line of Monster High dolls and play sets hit the shelves. The range includes key characters Draculaura, Clawdeen Wolf, Frankie Stein, Cleo DeNile

and Lagoona Blue. The Monster High dolls use ‘freaktacular’ style to express what makes each of them unique. The new dolls reflect contemporary trends with more vibrant colours. The brand is also allowing for even more storytelling opportunities by representing a wide array of body shapes and styles. In addition to the new dolls there will be two play sets in the range to inspire storytelling.

FIREMAN SAM

Series 14

Get set for more edge-of-your-seat, daring action as the Pontypandy Rescue Team return to screens in the fourteenth series of Fireman Sam, with the series already on TV screens across the UK and due to launch across Europe throughout the year and into 2024. Featuring 26 brand-new CG-animated episodes, the series brings fun, excitement and laughter to pre-school children, as well as teaching important safety lessons. Featuring the iconic Pontypandy locations, rescue vehicles and characters that we know and love, Series 14 of Fireman Sam TV show brings some new and very special surprises to add even more excitement!

This includes the arrival of Pilot Krystyna Kaminski and her all-new air and ecoelectric fire rescue plane, FireSwift, which is located at the first-ever Pontypandy Airport. The kids of Pontypandy will also have a new friend to join them on their adventures, as 11-year-old Peter Kaminski comes to Pontypandy with his half-sister, Krystyna. The firefighting team are also returning to screens in brand-new modern uniforms, with even Radar getting in on the action with his own Dog fire-fighting uniform vest and protective boots. And, as this is Pontypandy, there will be a whole host of nail-biting emergencies on land, at sea and in the air throughout the series. From investigating the mysterious Ancient Pontypandy Way, high-flying adventures in the sky, to fighting fire along a community Fun Run route, the action never stops. There

are search and rescue missions, oceancave rescues and festive adventures, not to mention an exciting plot where the cadets discover the Moon Men are coming to Pontypandy!

Whatever the rescue, wherever the emergency, you can be sure that the Rescue Team of Pontypandy will always be there to save the day and help highlight important safety lessons for young children.

Fireman Sam is one of Mattel’s most franchised properties with everything from clothing to live events, and footwear to books. And it’s no wonder as the Fireman Sam™ brand has been a Pre School favourite for over 30 years, bringing real life action, rescue, bravery, safety and community storylines to life through the Pontypandy Rescue Team. The Fireman Sam series has over 11bn global views on the official YouTube Channels and it is a top preschool character property in Europe.

Licensing through a local lens

If 2023 is a very special year for Barbie, thanks to the release of the first live action Barbie in cinemas around the world in July, 2024 will be absolutely no less because it is the year that will see the celebrations of the 65th anniversary of the most famous doll in the world! And it will be a stellar year especially in Italy thanks to the many

celebrations of personalities such as the very Italian Samantha Cristoforetti, to whom a doll with her features has also been dedicated that went into space with her. Two events that will take the brand to ever higher levels. Not only is it easy to predict that product sales will increase but, thanks to these celebrations, the purpose of the brand will also be in the spotlight again. It’s always been in Barbie’s DNA to represent everything girls want to be, but now, with the Fashionistas line featuring everincreasing representations of diversity, little girls will be inspired to imagine a future that’s just for them.

For Barbie, the undisputed property leader in the ever-expanding world of toys in the fashion and lifestyle universe and in the retail area, which boasts many licensing collaborations in categories such as apparel, accessories, role play, art & craft, confectionery and back to school, 2022 was an exceptional year, the CP sector produced extraordinary results, confirming itself as a top-level property.

Among the many 2022 projects, in the Softlines segment we highlight the Tezenis project with the very special capsule collection for both mothers and girls, but

also the BTS line created in partnership with Giochi Preziosi. For the Hardlines, a project worth mentioning is Lisciani’s Barbie Cam, the camera designed to create and print photos instantly and with fun effects. Launched at the end of October 2022, it immediately had a very wide distribution, and a sell-thru of more than 95%, with a sold out result for Amazon and PRG. For Lisciani it was the #1 value product for the whole of 2022, entering the ranking (NPD Christmas) in second place in the Youth Electronic category.

2023 has just begun but it is already shaping up to be a year of great success!

Thanks to the amplification of the movie, Barbie will dominate the scene even more with incredible product projects and with activities to be implemented with all the major retailers. As a transversal and lifestyle brand, Barbie from the big screen will accompany all generations throughout the year.

We therefore expect that 2024 will be a year for Barbie to celebrate in style, 65 years is an extraordinary milestone! 65 years during which Barbie has kept up with the times by welcoming change over the years: in culture as well as in taste to become one of the most loved forms of play ever. We will therefore experience a 65th full of celebrations and brand initiatives with great media impact, supported by licensing projects and partnerships of great value that will see the world’s most famous doll as the protagonist to continue to be a global reference!

For any further information, please contact Victoria Licensing & Marketing http://www.victorialicensing.it/ info@victorialicensing.it Bologna Licensing Trade Fair/Kids Hall 29 booth F26/G19

WHO’S WHO

Ruth Henriquez

Head of Consumer Products EMEA

Ruth is a veteran of the company. In her current role, Ruth oversees the entire consumer products portfolio across all Mattel IP brands, as well as further integration of the CP division into franchise marketing and live events.

Jon Spalding

Head of Consumer Products UK & Head of EMEA hardlines

Jon leads the Consumer Products business for Mattel in UK & Ireland and EMEA Hardlines (Toys, FMCG) to develop programs across Mattel IP including Barbie, Hot Wheels, Fisher-Price and Thomas The Tank Engine.

Isidora Tassopoulou

Head of Consumer Products Emerging Markets & Head of EMEA softlines

With an extensive knowledge of current and developing trends in consumer products, Isidora heads up softlines for the entire Mattel EMEA region, as well as the entire consumer products portfolio for the emerging markets region.

Claudia Lucarella

Head of Publishing EMEA

Leading the Mattel brands across the publishing industry, Claudia finds new ways to extend the brands across products to engage the consumers.