Toy market news

Mattel to produce toys based on Chris ‘Ludacris’ Bridges’ ‘Karma’s World’

Mattel inked a multiyear global licensing deal to roll out a full range of toys inspired by Karma’s World, the new CG-animated series created by Chris “Ludacris” Bridges (The Fast Saga, Crash).

Under the new deal with 9 Story Media Group and Karma’s World Entertainment, Mattel will develop dolls and doll accessories, styling heads, roleplay items, plush, and more based on the adventures of Karma Grant, a 10-year-old aspiring musician and rapper. Karma’s World was initially inspired by Bridges’ oldest daughter and is infused with hip-hop music, streetwear fashion, and original choreography. Karma’s World is geared toward kids ages 6-9 and focuses on themes of self-expression, identity, leadership, creativity, and the importance of community.

Overall, Karma’s World is described as “a coming of age story about a young Black girl finding her voice and using it to change her world.”

Mattel expects its toys to be available at retail in the fall of 2022.