Spielwarenmesse: Licensing nostalgia

Choose language


Licensing nostalgia

29. September 2020 13:20 h

Why Mattel is looking to the allure of yesteryear in 2020 and beyond

  • Whether it’s in the revival of the Masters of the Universe franchise, the ongoing celebrations for the 75th anniversary of Thomas and Friends, or the new waves that its pre-school brand Fisher-Price is making across markets right now, Mattel is well and truly tapping into the nostalgia trend this year.

With partnerships, new launches, and ’80s throwbacks flying out of Mattel’s consumer products division at a rate of knots these past few months, it’s little wonder that the firm has found it licensing business ‘busier than ever’. Now, boasting a portfolio of more than 100 new deals in the pipeline, the international toy maker and home of some of the biggest children’s IP on the planet is betting big on the appeal of yesteryear.

As Festival of Licensing edges ever closer – now only a matter of days away – ToyNews catches up with Mattel’s regional head of consumer products, Lisa Wegner to find out just how big the nostalgia trip really is right now.



Stay informed with trends and developments of the toy market. Register for one of our newsletter.