Hot Properties - Spotlight - Mattel

Mattel’s leading properties continue to offer unrivalled play experiences

Maintaining its position of a creator of world-class play experiences for generations of kids, Mattel boasts an iconic portfolio of properties that promises to innovate, excite and delight in 2023. Toy World finds out what the next 12 months has in store.

The year ahead is set to be a busy one as Mattel continues to support its franchise-first approach with investment in content and live events, not to mention the 15 theatrical live action movies and tent-pole animated series scheduled across key brands that are already in the works. Mattel’s extensive brand portfolio, plus its expertise in the toy category, will also offer exciting opportunities with

The year of Barbie

2023 is shaping up to be an exciting year for Barbie as Mattel builds momentum for the Barbie movie.

As the original girl empowerment brand, since 1959, Barbie has shown girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential.

This year sees the highly anticipated live-action adventure about the iconic doll hit the big screen on 21st July 2023. Barbie is played by Margot Robbie and the movie also features a star-studded supporting cast.

Barbie benefits from an extensive cross-category offering across toys, stationery, publishing, lifestyle, FMCG and hardlines as well as strategic and new partnerships with the likes of Just Play, Mondo, Ravensburger, Bioworld and Kokomo.

Monster High is back

Following a hugely successful content relaunch in 2022, with a hit movie streaming on Paramount+ in over 23 countries, Monster High product returns this year with a new line-up of ‘fangtastic’ characters that fully embrace what makes them unique. The brand seeks to foster a more accepting world in which everyone is proud to be their authentic self.

Monster High is a purpose-driven property capable of reaching a multi-generational fanbase that includes both kids who are new to the ‘fangdom’ and young adults who grew up with the original monsters. Supported by engaging new content and dolls, Monster High will connect with - and make a greater impact on - issues such as inclusion, diversity, and community. The brand is also allowing for even more storytelling opportunities by representing a wider array of body shapes and sizes.

Autumn 2023 will see Monster High consumer products launch. There will be exciting introductions across all core categories including dress up from Rubies, as well as arts & crafts from RMS and Sambro, greetings from Danilo, stationery from Blue-Print and Pyramid, games and puzzles from Ravensburger, and a whole host of softlines partnerships.

Hot Wheels accelerating into 2023

Hot Wheels die cast is the No.1 selling toy in the world, having sold 7b cars since 1968 with 10m cars made per week. That’s 16.5 cars sold per second. For over three generations, Hot Wheels has provided exhilarating vehicle play that challenges kids to develop new skills while having fun with the most outrageous and innovative cars and track systems on the market. The Hot Wheels ethos, ‘Challenge Accepted’, ignites and nurtures the challenger spirit that lives within every kid and is at the heart of the new Hot Wheels City range. More than just a toy, the brand has evolved into a franchise and multi-channel play experience with segments in everything from gaming, digital and automobile parts to licensed apparel, merchandise and live events.

An all-new Hot Wheels Monster Trucks live experience will light up the UK in 2023 with the launch of the glow party. Live Nation and Raycom-Legacy Content Company, in partnership with Mattel, are bringing Hot Wheels Monster Trucks Live back to the UK following hugely successful sell-out shows in 2020 and 2022. Hot Wheels Monster Trucks Live Glow Party will bring a whole new level of fun and excitement to arenas across the UK. The Glow Party themed tour will kick off its international leg with new trucks in a 9-stop journey across Europe. Fuelled by popular demand, the family entertainment tour will visit European arenas, which started 2nd January in Glasgow, UK, at The SSE Hydro, and will run until 16th April in Birmingham, UK, at the Resort Worlds Arena.

In 2022, Munchy Play launched the Hot Wheels Car Plate, the first of its kind to feature a built-in racetrack. Kids can race their cars around the signature orange Hot Wheels track, dodging obstacles along the way, before taking a pit stop to ‘refuel’. The plate features a 4cm track around its perimeter, which fits all Hot Wheels die cast cars. This innovative approach will continue with strategic partnerships across hardlines, softlines and publishing throughout 2023. In the vehicles category, Mondo’s expansive RC product line and Carerra’s new offering on Hot Wheels Slot-racing join the Bladez Hot Wheels Maker Kitz as key products to look out for whilst a focus on softlines and FMCG will drive significant growth.

Thomas & Friends on track

For over 75 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains, providing a trusted companion for adventure and discovery. A purposeful brand with friendship and teamwork at its heart, the famous little blue engine has made hundreds of new friends since 1945, embarked on global adventures and visited many new countries.

Thomas & Friends has become one of the world’s best-loved pre-school brands by continuing to evolve its content and delivering innovative products and experiences for consumers.

In March 2022, Thomas & Friends and the National Autistic Society teamed up to launch an autismfriendly clothing range available exclusively on Character.com. The National Autistic Society ran two focus groups at its Helen Allison School in October 202. Autistic pupils tried the clothes over a weekend and shared their feedback. The clothing range was designed with these insights in mind: soft fabrics have been used to create a range of items such as loose-fitting T-shirts, jumpers and tracksuits, all designed for ease of dressing.

Thomas & Friends continued its support of children with autism by introducing the brand’s first ever autistic character, Bruno the Brake Car, voiced by nine year-old autistic actor Elliott Garcia from Reading, Berkshire. The character and storylines were developed by Mattel Television in collaboration with respected organisations including the Autistic Self Advocacy Network (ASAN) and Easterseals Southern California, while in the UK, the National Autistic Society worked with Thomas & Friends to cast the role.

Bruno is a joyful, pun-making brake car. He is great at his job - keeping big, heavy cargo steady with his strong brakes—and plays a vital role in the Thomas & Friends: All Engines Go! series. Bruno rolls in reverse at the end of the train, which gives him a unique perspective on the world. The detail-orientated character enjoys schedules and routines and knows where all the tracks lead on Sodor. Bruno has stairs that flap and a lantern on his bright red exterior that indicates his emotional state, and he can puff steam ‘ear defenders’ if he feels sensitive to loud noises. Bruno’s best day is one spent with his friends, who love and respect him for who he is - just as he loves them back.

The success of the Thomas: All Engines Go content launch in 2021, followed by the rollout of new look ranges in 2022, allows the consumer products slate to continue building momentum with new product ranges and categories. Publishing remains an evergreen success, while there are also strong opportunities in the softlines and hardlines categories.

New Fireman Sam content

With over 30 years’ experience of entertaining pre-school children, Fireman Sam and the rescue team in Pontypandy know a thing or two about safety. Set in a fictional Welsh village, the series educates pre-school children on the importance of safety in a fun and engaging way, with a lesson delivered in each episode.

Season 14, launched in 2022, sees the Rescue Team return to save the day on land, at sea and in the air with a shiny new eco-plane, an airport to fly it from and wonderful new friends to help.

Kids can explore the skies above Pontypandy with newcomer Pilot Krystyna as she navigates her shiny new plane through thrilling rescues, see the freshly built airport hangar and check out the dashing new uniforms for the entire Firefighting team. The modernised uniforms glow in the dark for daring night-time rescues and the new helmet design brings the team firmly up-to-date. Marine biologist Jodie also returns, leading ocean conservation projects and continuing to teach the cadets about ocean stewardship.