Toy market news

Mattel, Paramount set sail with ‘Santiago of the Seas’ licensing agreement

Mattel is headed to the high seas with a tiny pirate and his mateys

The company has entered into a multiyear global licensing agreement with Paramount Consumer Products for Nickelodeon‘s animated preschool series Santiago of the Seas. Mattel now has the rights to create a full line of toys - under the Fisher-Price brand - based on the property, including dolls, figures, playsets, vehicles, role-play items, ride-ons, and more. The softlines category will launch this spring.

The line will launch at retailers worldwide this year in time for the show’s second season premiere.

The preschool series follows 8-year-old Santiago, his cousin Tomás, and a magical mermaid Lorelai as they embark on daring rescues, search for treasure, and keep the high seas safe protecting their home of Isla Encanto. The series debuted in late 2020, and new season two episodes will continue to roll out this year.