PUBLISHING TRENDS BOLOGNA REPORT FOCUS ON FRANCE
Ruth Henriquez, Mattel EMEA Head of Consumer Products
Moments like the Bologna Licensing Trade Fair always stand out in my calendar. As the event approaches, the anticipation of meeting our partners face-to-face grows stronger.
Mattel is proud to be home to some of the most beloved, nostalgic, and iconic entertainment franchises in the world. Our role is to ensure that the brands cherished for generations continue to evolve, staying culturally relevant and reflective of the world around them.
For nearly 80 years, storytelling has been at the heart of everything we do. From Barbie and Hot Wheels to Monster High and Thomas & Friends, each brand has its own unique identity, shaped by a rich history
Ruth Henriquez
of engaging narratives. Publishing is a cornerstone of this effort, breathing new life into our iconic franchises. Whether through books, audiobooks, comics, magazines, or more, we are dedicated to ensuring that every story is accessible, engaging, and immersive for audiences worldwide.
This year, we are celebrating a milestone: Mattel’s 80th anniversary. It is an opportunity to reflect on our heritage, celebrate the role of publishing in expanding our franchises, and highlight how we are driving our brands into the future. From new Hot Wheels franchise expansions to the resurgence of Monster High, Mattel is entering an exciting new era of storytelling. We are excited to showcase our full franchise approach at Bologna and take our partners on this journey with us.
I will be in Hall 29 - Mall 2, Stand F/8 - G/1, in the frame of the Bologna Licensing Trade Fair/Kids 2025.
Founders Ruth and Elliot Handler at work (1951)
MATTEL
80 Years of Inspiring Storytelling: Mattel’s Transmedia Legacy
After 80 years of unprecedented success, Mattel’s legacy is rooted in transmedia storytelling – an outstanding approach, leading their brands to conquer different media platforms and ensuring their compelling narratives evolve with each generation, while staying true to their core values.
Mattel is all about creating meaningful and engaging experiences that span toys, publishing, gaming, live events, attractions, and more, adapting their brands into new mediums with timeless storytelling. From the first Barbie book in the 1960s to today’s innovations in digital storytelling, Mattel has continuously led the way in publishing, masterfully navigating the challenges of the ever-evolving transmedia landscape.
With dedicated publishing partners and a growing in-house imprint, every Mattel brand has a comprehensive storytelling ecosystem resonating across multiple generations.
HOT WHEELS
Hot Wheels: The Evolution of a Franchise
From a toy car brand to a global entertainment powerhouse, Hot Wheels is one of Mattel’s most dynamic franchises.
This year sees major expansions in television, publishing and live experiences, providing audiences with the possibility to seize the dynamic world of Hot Wheels in new, immersive ways.
New publishing opportunities are being fueled thanks to the outstanding success of Hot Wheels Let’s Race, the high-energy animated series that strengthened Hot Wheels position as a major force in children’s entertainment. The storytelling in Let’s Race extends beyond the screen, laying the foundation for books and graphic novels that dive deeper into the characters, races, and thrilling adventures. Engaging publishing formats are explored to seize the endless opportunities of the series’ dynamic narratives, which continues
to gain momentum, captivating audiences worldwide.
Story-driven books, comics and activity formats are set to bring the Hot Wheels world to life like never before, with the brand’s core themes – speed, competition,
and creativity – at the heart of publishing initiatives.
From action-packed novels that expand on racing lore to interactive sticker and puzzle books that encourage hands-on engagement, Hot Wheels publishing is Hot Wheels Drag Racing (1970)
Hot Wheels Drag Racing (1970)
HOT WHEELS
designed to fuel imaginations. Additionally, comics and digital storytelling will further enrich the brand’s storytelling, ensuring fans have multiple ways to engage with their favourite vehicles and racers.
Moreover, exhilarating live events bring the brand to audiences worldwide: the Global Hot Wheels Monster Trucks Live Glow Party and Legends Tour deepen fan engagement, providing an up-close and immersive experience with larger-than-life Hot Wheels
vehicles.
The Legends Tour continues to be a major success, celebrating automotive creativity by giving fans the chance to design and showcase custom cars that could be turned into actual Hot Wheels die-cast models. Meanwhile, Monster Trucks Live Glow Party adds an electrifying visual spectacle, captivating audiences with stunts, races, and entertainment that translate into opportunities for themed merchandise, books, and storytelling expansions.
BARBIE
Barbie: 65 Years of Cultural Influence
Barbie has held a place in the cultural zeitgeist for over 65 years, continuously evolving to remain relevant in today’s ever-changing landscape. This enduring success highlights the brand’s immense cultural influence and ongoing demand, captivating audiences of all ages.
to deepen the connection between familiar narratives and the emerging cultural
The recent blockbuster success of the Barbie franchise has significantly elevated its presence in the publishing world, unlocking new opportunities for storytelling across diverse formats. As the brand attracts a fresh generation of fans, the Barbie publishing strategy focuses on creating behind-the-scenes books, engaging novels, and exquisite collector editions that honor the brand’s rich legacy and its transformative journey since its inception in 1959.
From empowering stories that inspire creativity and self-expression to meticulously crafted volumes that celebrate Barbie’s iconic fashion and diverse characters, the publishing initiative aims
Andy Warhol’s Barbie portrait (1986)
dialogues of today. These publications not only serve as a tribute to Barbie’s historical significance but also as a catalyst for new tales that resonate with contemporary values, encouraging readers to dream big and embrace their individuality.
Careers and empowerment narratives remain at the forefront of Mattel’s publishing and fashion initiatives. The upcoming releases promise to explore Barbie’s rich and varied history, showcasing her role as a catalyst for inspiration among young minds across generations. This new lineup will feature illustrated children’s books that ignite imagination, young adult novels that tackle contemporary themes, and exclusive fashion retrospectives tailored for adult collectors.
A rich set of compelling narratives that will not only celebrate Barbie’s iconic status in popular culture but also promote aspirational themes of limitless potential, resilience, and self-expression – celebrating
the brand’s rich heritage while ushering in a future that champions diversity, creativity, and empowerment.
BARBIE
HMD Barbie Phone
Barbie x Jenna Clifford Jewellery Collection
MONSTER HIGH
A Franchise Reborn
The return of Monster High to television has been a massive success, reinforcing its place as a fanfavourite franchise.
With the second season bringing fresh storylines and new character developments, this expansion provides the perfect opportunity to dive deeper into the Monster
High universe through books. From direct adaptations of the show’s most exciting moments to original stories that build upon the Monster High lore, publishing plays a crucial role in giving fans more ways to engage with their favourite ghouls.
The eerie and exciting world of Monster High continues to captivate audiences through graphic novels and chapter books. These formats allow for visually stunning storytelling that aligns perfectly with the brand’s gothic-chic aesthetic while also appealing to a wide age range. Whether its young readers getting their first introduction to the world of Monster High or long-time fans diving into new spooky adventures, the books provide an immersive experience that goes beyond the screen.
Monster High 2 (2023)
Monster High Fashion Dolls
BARNEY
Barney is back!
Mattel recently announced its relaunch of the iconic Barney franchise.
The comprehensive revitalization of the Barney brand spans television, film, and YouTube content as well as music and a full range of kids’ products including toys, books, clothing, and more. Apparel and accessories for adult fans, featuring classic Barney, are also in development.
Mattel relaunched Barney to a new generation with a brand-new animated series in 2024 and continues to expand globally into 2025. Created for preschool kids, the series features the ubiquitous purple dinosaur and friends, introducing new audiences to the world of Barney through music-filled adventures centered on love, community, and encouragement. The series is co-produced by Corus
Entertainment’s Nelvana, a leading international producer and distributor of children animated and live-action content, together with Mattel Television and executive produced by Fred Soulie and Christopher Keenan for Mattel Television and by Colin Bohm, Doug Murphy and Pam Westman for Nelvana.
Mattel’s Barney relaunch is emblematic of the company’s strategy to mine the incredible depth and breadth of its IP portfolio to relaunch heritage franchises. Most recently, Mattel successfully brought back its Monster High property and relaunched its popular 1980s Masters of the Universe franchise, both with new content and consumer products programs. “Barney’s message of love and kindness has stood the test of time,” said Josh Silverman, Chief Franchise Officer and Global Head of Consumer Products at Mattel. “We will tap into the nostalgia of the generations who grew up with Barney, now parents themselves, and introduce the iconic purple dinosaur to a new generation of kids and families around the world across content, products, and experiences.”
MASTERS OF THE UNIVERSE
Masters of the Universe Transmedia Expansion
An exciting new adventure is set to breathe new life into the beloved Masters of the Universe franchise.
Amazon MGM Studios and Mattel in fact venturing into the production of the liveaction feature film adaptation of Masters of the Universe. The vibrant franchise, originating with Mattel’s 1982 iconic action figures line, captivated audiences back in the early 1980s with the animated series He-Man and the Masters of the Universe. Over the years, the franchise has expanded beyond toys and animation into various media, including video games, comics, and more, solidifying its place in pop culture.
The film boasts an impressive ensemble cast, featuring notable talents like Nicholas
Galitzine as He-Man, Camila Mendes as Teela, and Jared Leto in the role of Skeletor. With experienced director Travis Knight at the helm and a screenplay crafted by Chris Butler, the film aims to present a fresh narrative while honoring the essence of the franchise.
Actress Camila Mendes, casted for the upcoming MOTU film adaptation
He-Man and the Masters of the Universe (1980s)
MASTERS OF THE UNIVERSE
The plot details have not been disclosed yet, adding even more suspense for fans eagerly awaiting its release – planned for June 5, 2026. Masters of the Universe embodies themes of personal growth and empowerment, encouraging audiences to strive for their best selves – a message that remains relevant across generations, standing as a testament to the brand’s enduring legacy, and attracting both longtime fans and new audiences alike.
The collaboration between Amazon MGM Studios and Mattel Films marks a significant milestone in the reimagining of this classic franchise, merging cutting-edge filmmaking with heartfelt storytelling. As the project moves forward, all eyes will be on this fresh take of a beloved tale, hoping it captures the same magic that originally made Masters of the Universe a household name, ultimately serving as both a tribute to its rich history and a bold leap into a promising cinematic future.
MOTU Revelation Sorceress action figure
Mattel’s Vision for Publishing INTERVIEW
Claudia Lucarella, Head of Publishing Mattel EMEA, discusses the role of heritage in storytelling, the evolution of Mattel’s franchises, and what makes the company’s publishing efforts unique.
What is Mattel’s approach to storytelling within its brand portfolio?
Our storytelling is rooted in heritage, innovation, and brand evolution. Fans want to go beyond toys; they want to immerse themselves in the worlds of their favourite characters. By leveraging books, film, television, and digital publishing, we create deep, multi-platform narratives that engage fans across generations.
How have Mattel’s properties evolved into full franchise systems?
Each brand has expanded beyond its original format. For example, Barbie evolved from a single doll into an expansive world with movies, books, games, fashion, and live experiences. Similarly, Hot Wheels has transformed into a motorsport and racing
Claudia Lucarella
Founders Ruth and Elliot Handler (1951)
INTERVIEW
entertainment brand with TV shows, live events, and publishing. The key is ensuring that all of our franchises have a holistic storytelling ecosystem.
Thomas & Friends (1989)
How do you balance heritage with modern storytelling?
It’s about combining legacy with innovation. Brands like Thomas & Friends integrate classic storytelling principles with modern themes like sustainability and inclusivity. We also explore new formats such as audiobooks, interactive story apps, and collectible publishing, keeping our stories fresh for today’s audiences.
What’s the significance of Mattel’s new publishing imprint?
Our in-house Mattel Publishing Imprint is
a major step forward. It serves as a centre of excellence, producing original content for Barbie, Hot Wheels, Fisher-Price, and more. It will enhance our creative control and strengthen partnerships, allowing us to explore new formats and exclusive stories.
What does the future of Mattel Publishing look like?
Looking ahead, we are focused on expanding our publishing strategy to reach new audiences and enhance brand engagement. We see great potential in digital formats, audiobook adaptations, and interactive storytelling experiences that make our brands more accessible across multiple platforms. Our partnerships with innovative publishers and digital content providers will ensure that Mattel stories continue to evolve, staying relevant for both children and lifelong fans.
We are excited to continue growing our publishing presence and reinforcing Mattel’s legacy in storytelling for years to come.
Prince Harry introduces Thomas & Friends special episode (2020)
