For further information, please contact:
Mattel Press Office
Tel: 01628 500121
Mattel Showcases Brand Portfolio at London Brand Licensing Show
(Virtual Press Office) -- Mattel is to follow its impressive Miami Global Summit and Las Vegas show statements with some big reveals at BLE this October.
2012 has been a year of firsts for Mattel's portfolio of franchises. Number one girls property* Barbie® burst into 2012 with an exciting new brand campaign - 'Wow, see what happens when you play with Barbie®'. This campaign brings the brand to life like never before, reinforcing the message that Barbie® is the only franchise that allows girls to play out any dream.
The brand campaign is being communicated across all segments of the Barbie® franchise, from toy to stationery and creative play, sporting goods, health and beauty and consumer electronics for a year-long communications programme that reflects Barbie's® status as the world's number one girls brand*.
Monster High™ is a bona fide pop culture phenomenon, with more than 140 million video views worldwide to date and a solid standing in the top 5 UK fashion dolls*.
2012 has seen the launch of a wealth of new licensing partnerships, expanding the brand's presence throughout the retail sector with clothing, beauty, home furnishing, consumer electronics, stationery and creative play product ranges and new this year, sporting goods. Publishing also continues to be a major category for the brand with the Monster High™ magazine 'All About Monster High™' available every three weeks in 22 countries including the UK and also this year saw the launch of a brand new title 'Back and Deader than Ever', the fourth in the popular Monster High™ book series. The first ever feature-length Monster High™ DVD will be released this year, marking a worldwide marketing and distribution alliance between Mattel and Universal. Monster High™: Ghouls Rule! Is the first direct-to-DVD, CG-animated film to be released under this new partnership and will centre around Halloween. Monster High will also partner with a major TV channel to broadcast for the first time in the UK.
Hot Wheels is the number one toy and vehicle brand both worldwide and in the UK with the brand expanding from a toy brand to a boy brand with a presence spanning multiple consumer product categories including sporting goods, stationery and publishing and as always, innovative toys and toy accessories. 2012 has seen another thrilling season of Team Hot Wheels activities, integrated Hot Wheels brand engagement and TV – and new this year – Cinema supported loyalty programmes. Real-life racing footage and extreme stunts have become an integral part of the key driver communications.
Fisher-Price is the world number one infant and pre-school brand and this year's new brand campaign connects real mums with real playtime moments. The new campaign allows the brand to build a deeper emotional connection with today's mums, immersing them in the joy of playtime moments. Communication platforms include TV, press, online, WOM and social media.
The Scrabble brand continues to resonate with consumers across multiple licensed categories with the successful Scrabble Collection from Wild & Wolf continuing to be winner with retailers and consumers alike.
Mattel continues to excite and challenge the licensing industry with its full brand portfolio and with new exciting brands also being announced at this year's show.