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Mattel Showcases First-Class Brand Portfolio at London Brand Licensing Show

Mattel continues to innovate and challenge the licensing industry with its impressive portfolio of brands and exciting new releases as it inspires the wonder of childhood.

The iconic fashion doll Barbie™ continues to engage and inspire girls of all ages, by reflecting the new reality of girls and their world as it changes.  The brand continues to bring exciting partnerships to life with key licensees in numerous categories including fashion and role play.

Thomas & Friends™ steamed into 2016 with an exciting new brand campaign based on Thomas’s core values of friendship, determination and teamwork as well as a new racing theme continuing to drive brand affinity and engagement and building momentum to the launch of the latest high octane feature length adventure ‘The Great Race’.

The momentum will not stop there as Thomas & Friends anticipates an extraordinary year in 2017. Dynamic new content alongside new toy and consumer product launches and extensive marketing campaigns will ensure the brand continues to move at high speed.

Building on the successful launch of the new look Bob the Builder™ on Channel 5’s Milkshake! and on Cartoonito, 2016 has also seen the introduction of the second series of enhanced new content with a brand new season of 52 x 11 minute episodes featuring great new story lines.  Series 1 has launched in 12 markets including UK (Milkshake), Germany (SRTL), France (FR5), Ireland (RTE), Portugal (Canal Panda), Belgium (Kesnet), Netherlands (Zappelin), Poland (Mini-Mini), Israel (Hop), South Africa (ETV) in EMEA with imminent launches also in MENA, Norway (NRK), Russia (Karusel), Turkey (Minika), and Spain (Clan) across the EMEA region which will bring the total broadcasters to 21 by the end of this year!  Feedback on the quality of the show has been consistently good and ratings and rankings agree: UK - #3, Germany - #4, France –  #1, Netherlands -  #1, Poland  -  #5.

The franchise has also expanded with the launch of a range of toys from Fisher-Price and Smoby bringing construction and teamwork to life for pre-schoolers through play. The franchise will gain further traction with more licensees signed up to start rolling out consumer products in 2017.

Fireman Sam has continued to save the day in 2016 with exciting new launches growing the franchise alongside strategic campaigns to continue to strive to be every pre-schoolers ‘first hero’ and the only brand that immerses pre-schoolers into the world of fire and rescue.

Fireman Sam will continue to go from strength to strength as the pre-school property looks forward to an exciting 2017, marking the brands 30th Anniversary, celebrating 30 years of saving the day, every day!  An action packed marketing and PR calendar will bring to life the brand’s core values continuing to position Fireman Sam as the ultimate fire and rescue hero for pre-schoolers, as well as supporting dynamic new content featuring a stellar voice cast in this special year.

Hot Wheels continues to accelerate at full speed as the #1 non-powered vehicle brand*, with an impactful brand campaign, empowering children to Make It Epic and go bigger, faster and higher with Hot Wheels.

Bringing innovation to the infant and pre-school category, Fisher-Price continues to lead the way in early childhood development with exciting new category and product launches and impactful marketing campaigns.

With its strong heritage and powerful brand philosophy encouraging natural discovery and learning, Fisher-Price awakens the wonder that comes from joyful play.  The evolution of the brand campaign with marketing initiatives that connect with today’s parents through break frame digital and social programme continue to put real mums and dads at the heart of the brand.

With a refreshed look doll line, packaging and content, Monster High offers girls aspirational story lines and relatable characters within the world of Monster High. A brand that has always had purpose, Monster High inspires girls to celebrate their individuality and embrace their uniqueness and has partnered with Lady Gaga’s Born This Way Foundation to encourage kindness and friendship with the launch of the #KindMonsters movement, inviting girls to pledge to help build a kinder, more accepting and braver world.

STAND NUMBER: Grand Hall Olympia – E10