Toy market news

75 years young and still growing

For millions, the Mattel brand sits top of mind in their childhood collective consciousness, echoing one of its earlier slogans, “You can tell it’s Mattel, it’s swell.” Founded in 1945, Mattel’s toy portfolio includes timeless brands generations have grown up with, like Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends and UNO.  

Operating from 35 locations and marketing its products in more than 150 countries, Mattel has grown to encompass more than just toys. Its IP holdings have expanded into numerous other categories.

Roz Nowicki, head, global consumer products and franchise marketing, shares some of the company’s many licensing successes over the past year and how Mattel has maintained its focus on capturing the full value of its IP through franchise management.

“Mattel is partnering with some of the best creators in the industry and leveraging the power of our brands in film, television, location-based entertainment and digital games to connect with consumers globally,” says Nowicki. “As the owner of one of the strongest catalogs of children’s and family entertainment franchises in the world, our brands have demonstrated their resilience, cultural relevance and multi-generational appeal.”