The toy companies will create co-branded toys and games that pair up their top products just as ‘Transformers: Rise of the Beasts’ and ‘Barbie’ movies hit theaters this summer.
“We are excited to pair some of the most popular brands together for the first time. This collaboration features world-class IP, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans,” Nick Karamanos, senior vp of entertainment partnerships at Mattel, said in a statement. movie will see Margot Robbie take on the role of Mattel’s iconic fashion doll.
Both Mattel and Hasbro will look to box office success at the multiplex this summer to rev up merchandise and licensing sales as they pursue product-to-movie pipelines for their iconic toy brands. Their joint licensing deals also comes as the toy industry overall looks to rebound from challenges like pandemic quarantines and supply-chain issues for product manufactured in China that followed.
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