Mattel and Playmobil: global licensing agreement for Monster High product line
Mattel and Playmobil have announced a multi-year global license agreement. The partnership will bring Monster High(TM), one of the most successful and popular licensed themes of all time, to the world of Playmobil, reinterpreted in the brand's signature style.
Launching playsets in the EMEA region
From fall 2025, Playmobil will launch Monster High(TM) playsets inspired by the Monster High(TM) universe in the EMEA region. Fan-favorite Monster High(TM) characters such as Draculaura and Clawdeen Wolf will be transformed into detailed Playmobil figures, each accompanied by signature accessories. The collection combines Playmobil's distinctive play system with the instantly recognizable Monster High(TM) aesthetic. Further product lines are already in development.
Strategic focus on global growth
This partnership reflects the strategic focus of both companies on global growth and the expansion of the target group. Playmobil had announced a comprehensive brand modernization under the motto "Future is now" at the Spielwarenmesse 2025, which focuses on new play concepts, cooperations and international brand presence.
Worldwide introduction following
Following the market launch in the EMEA region, the Monster High(TM) x Playmobil collection will be introduced worldwide in the USA, Latin America, Asia and the Pacific region in stores, online and via selected partners in 2026.