EL SEGUNDO, CA — Barbie® announced a new licensing partnership today with Toy State®, a toy industry leader and innovator in licensed and highly-stylized ‘lights and sound’ and radio controlled (R/C) toy vehicles. Inspired by the number one fashion doll in the world, Toy State will utilize its design and manufacturing expertise to develop Barbie licensed and custom R/C vehicles. Product will be manufactured under Toy State’s Nikko™ brand, with the agreement kicking off this year and running through 2017.
“We are absolutely thrilled to be working with Mattel on the Barbie brand,” said Andy Friess, President and SVP of Global Marketing for Toy State. “Barbie holds a special place in peoples’ hearts. She’s been a pioneer and fashion icon for more than 56 years, and she continues to be a great role model for girls around the world. It’s with great excitement that we approach this new partnership and look forward to creating a line of R/C cars that truly captures the essence of Barbie.”
Toy State has worked in partnership with Mattel brands since 2013 when it first agreed to a licensing contract with Hot Wheels™, before expanding the relationship in early 2015 to add rights to develop product under the Thomas & Friends™ brand in the Asia Pacific region.
“Over the past 3 years, Toy State has been a terrific partner for our brands,” said Nancy Geller, Senior Director, Licensing. “They have continually pushed the limits of innovation and fun in product development for Hot Wheels and Thomas & Friends, and we are very excited to see what they have in store for Barbie.”
“Partnering with leading global brands is a responsibility we take very seriously, and it has enabled Toy State to successfully expand our retail footprint,” said Friess. “Entering the girls’ toy aisle with the Barbie brand is a great opportunity to grow our successful relationship with Mattel brands, and we can’t wait to get started.”
New Barbie R/C vehicles are scheduled to hit retail shelves in the United States and Canada starting in the fall of 2016. Initial trade previews of the line are scheduled for the upcoming Fall Toy Preview in Dallas, Texas from October 6-8 at the Dallas Market Center. Toy State’s core portfolio, which includes Road Rippers®, Nikko, Hot Wheels, Caterpillar®, WWE®, Thomas & Friends and DC Super Friends®, will now expand to include the iconic Mattel brand.
Over Toy State
Al meer dan 30 jaar is Toy State innovator en toonaangevend fabrikant op het gebied van gelicenseerde, zeer stijlvolle, "licht en geluid"-voertuigen en R/C-voertuigen. Toy State is opgericht in 1984 en het merkenportfolio bevat onder andere Road Rippers®, Hot Wheels®, WWE® en James Bond 007™ "licht & geluid"- en R/C-voertuigen en daarnaast ook Cat® en Cat® Preschool-constructievoertuigen. Door de ontwikkelingen in de autobranche nauwlettend te volgen en samen te werken met Caterpillar, 's werelds grootste fabrikant van voertuigen voor de bouw, bieden de producten van Toy State uren speelplezier voor kinderen van alle leeftijden.