The agreement covers home décor, gifts, collectibles and accessories for Mattel brands including Barbie, Hot Wheels, and Masters of the Universe
Fanattik has signed a new licensing deal with Mattel to develop a host of products for the toy maker’s top brands, including Barbie and Masters of the Universe.
The agreement covers home décor, gifts, collectibles and accessories for sale across Europe, MENA, Canada, Australasia and Latin America. Hot Wheels, Scrabble and other brands from the Mattel stable will also feature.
“You could have knocked me over with a feather when Mattel reached out to us. A conversation in the UK led to a meeting at Las Vegas Licensing Show and next thing you know, here we are”
“You could have knocked me over with a feather when Mattel reached out to us. A conversation in the UK led to a meeting at Las Vegas Licensing Show and next thing you know, here we are,” said Fanattik MD Anthony Marks (pictured). “I had a picture taken in the Barbie car that was featured outside Nuremberg Toy Fair back in 2023, I never thought we would end up working on a Barbie range.”
Melissa Tudor, Creative Director, Fanattik, added: “The priority for my team will be Masters of the Universe as this new film will be out in 2026; this first range will be a mix of heritage as well as new film related product.”
Product will launch on Fanattik’s stand at both the London and Nuremberg Toy Show early 2026, however when it comes to Masters of the Universe, retailers wishing to learn more should reach out as soon as possible and either register at www.fanattiktrade.com or email hello@wearefanattik.com.
Fanattik’s Mattel partnership follows other recent high-profile deals, including with Sega for Sonic the Hedgehog, and a range of Activision Blizzard video game properties.
