Special Feature - Mattel

Mattel celebrates its iconic brands in its 80th anniversary year

From humble beginning to property powerhouse, Mattel’s portfolio boasts some of the biggest and most-loved brands in the world. Here, the company takes Toy World readers through some of the company’s landmark moments and outlines what’s to come on the licensing side as it enters its 80th anniversary year.

In 1944, a collaboration between Ruth and Elliot Handler, and Harold “Matt” Matson saw Mattel begin life in a garage. Ruth and Matt were designers and engineers, whose collective focus on creativity and innovation forever changed how kids play. What started as a business selling doll furniture led to iconic toys such as the Uke-A-Doodle and the birth of a global trendsetter - Barbie - in 1959.

The sixties welcomed Chatty Cathy and Rock-A-Stack, and in 1968, Hot Wheels roared onto the scene. Mattel has always been able to respond to popular culture by creating iconic toys and brands but in the 1980s, its toys took the lead. The Masters of the Universe action figures were created in 1982 and were so popular that an animated television series based on them debuted the following year. During the 1990s, Mattel cemented partnerships with designer Bob Mackie and Disney and became the new home for beloved brands Fisher-Price and Polly Pocket.

Barney the Dinosaur and Pictionary joined the brand family in the early 2000s and later that decade, Barbie turned 50 years young. Monster High was then introduced in 2010, quickly becoming a place where everyone belongs, and 2016 introduced the Barbie Fashionista line with more diverse body types to reflect the real world. The 2020s made Barbie an international pop culture phenomenon when Barbie: The Movie hit theatres. In the same period, Mattel also welcomed a whole new audience of adult collectors with the launch of Mattel Creations, while Barney the purple dinosaur got a makeover for a new generation spanning television, film, music and a full range of kid’s products.

Now 80 years old, Mattel continues to inspire generations with iconic toys and experiences. Below, the company details the latest licensing and CP developments within its biggest brands and franchises.

Hot Wheels will provide another year of exhilarating vehicle play in 2025 and is expanding its franchise with a multi-channel experience through Gaming, Digital, Licensed Apparel and Merchandise. Hot Wheels live events will also return to the stage in 2025, with the Monster Trucks Live Glow-N-Fire Party touring North America and Europe, and the Hot Wheels Legends Tour making another global appearance later in the year. Hot Wheels’ new partnership with Formula 1 will also bring sports fans a full range of Hot Wheels products.

Barbie continues to build excitement with new expansions to the range including the new Barbie Deluxe Style dolls. Each collection offers eye-catching fabrics, fun silhouettes and elevated accessories inspired by the latest fashion trends. Barbie is also offering surprises for fans with the Fantasy Colour Change Fairy Doll and Pop Reveal Shakes Series, plus an assortment of consumer products, gaming and publishing to support Barbie’s franchise-first approach.

Monster High was the No. 1 growing dolls property in 2024. The brand will support the expanding Monster High franchise with a host of new lines across key categories. 2025 will also host another year of the global Monster High Project Belonging programme; the brand will continue its long-term commitment to help young people tackle bullying and embrace their authentic selves.

Polly Pocket will be introduction new content in the second half of 2025, plus some new partnerships. Polly Pocket’s collector segment continues to grow with new products bringing nostalgia to fans.

The No. 1 Infant & Pre-school brand Fisher-Price continues to demonstrate 90 years of expertise with the campaign message ‘Childhood Starts Here’, supporting parents as they navigate their babies’ ‘Smilestones’. New for 2025, and featuring the popular Purple Monkey song from the best-selling Deluxe Kick & Play Piano Gym, the Purple Monkey Musical Storybook and Sing & Go Purple Monkey will keep little ones entertained with sing-along fun.

Thomas & Friends will also be celebrating its 80th Anniversary in 2025, celebrated with the comeback of the Classic Thomas the Tank Engine look, as well as new ‘All Engines Go’ content and a musical film release. Thomas & Friends will support its wider franchise with CP products, live events, publishing and more.

Mattel continues to partner with best-in-class partners to expand the franchise across key categories, with the Barney property featuring in the Infant & Pre-School category. Barney’s World relaunched in October 2024 for the first time in 14 years as a new-animated series. The friendly purple dinosaur and his larger-than-life personality is already captivating audiences.