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Mattel inspiring the wonder of childhood I am delighted to be presenting to you the 2017 Mattel Licensing supplement. To people who don’t know me, I have just joined Mattel to head up the European Licensing Team. Having spent 20+ years on both the inbound and outbound side of the business and having worked for Mattel since 2012 in LA in the Mattel Strategic Development team, overseeing global licensing and entertainment partnerships, I am really excited to be joining the European team. We have an amazing portfolio of brands and so much untapped licensing potential - from iconic power brands to innovative new properties and are focused on creating franchises that continue to inspire the licensing industry. Our strength with the Barbie brand continues to evolve, empowering girls to try on every facet of who they can become, from a princess to a president, bringing this to life as only Barbie can. This year we have also introduced Enchantimals, a brand that has got off to a great start and one with strong licensing potential. Thomas & Friends will see a number of new and exciting changes in 2018. Content is at the heart of story-telling for Thomas, and pivoting our content to make it more appealing to both boys and girls will be an exciting new journey as we reimagine the brand in 2018. Make sure you read Kate’s interview on page 10 which talks about some of the amazing developments for the brand. 2018 is also going to be a break frame year for Hot Wheels as the brand celebrates its 50th anniversary. Igniting and nurturing the challenger spirit that lives within every kid, the brand emphasizes that when kids learn they can take on anything, there’s no limit to how far they’ll go. Fireman Sam continues with exciting launches growing the franchise alongside strategic marketing campaigns, plus another great movie in 2018. And not forgetting Fisher-Price which encourages parents to ‘let children be children’, giving them the freedom to experience the joy of their own natural desire to learn, imagine and discover. With exciting new partnerships in the mobility and plush categories, Fisher-Price continues to have strong licensing potential. Scrabble is the classic board game that is gearing up for an amazing 70th Anniversary celebration in 2018. Make sure you come to stand E10 at BLE and talk to the team about the great opportunities we have for 2018 and beyond. Kind regards, Jennifer Bennett

Head of European Licensing

Mattel Supplement


Toy World spoke to two of Mattel’s key retailers, Tesco and Toys R Us, to find out how they have worked with Mattel brands in 2017. Natalie Ackerman, Tesco’s F&F licensing manager

Andy Brocklehurst, director of merchandise at Toys R Us UK

Can you tell us about the digital support which Mattel has put behind the F&F? At Tesco, we aim to serve our customers a little better every day and having the opportunity to Mattel’s and utilise their social media platforms has allowed us to target our customers for each individual character, ensuring they only receive relevant information on their favourite characters. The recent Thomas campaign was very successful and, based on this, we plan to work with Mattel on new campaigns in the coming months.

Can you give us some details of the Thomas takeover which ran in August? The Mattel team worked in close partnership with the TRU marketing and buying teams to deliver an outstanding campaign. This covered all categories from the core engines through to plush, puzzles, ride–ons and bedding, to name just a few. The campaign was executed instore with print media, and supported online with a very clear offer message of 1/3 off the Thomas range over the five-week promotional period. Toys R Us is very excited to get behind this type of offer; not only does it demonstrate the depth of range that is available in store, but also the fantastic deals we have for our consumers.

Are you pleased with the ongoing performance of the Thomas baby range? Since we launched with seven styles for our exclusive launch window last year, we have continued to support Thomas baby. The style that we currently have in store is working well and we have received good customer response. We’re in discussion to enhance our offering next year with exclusive bundles and mechanics. As the first major retailer to support the Thomas brand extension, how excited are you for the launch? Thomas has strong heritage and history and it is a brand that our customers value and love. We were extremely excited to be able to offer this new range to our customers, as we recognise that there is a real gap in the market. We have had a great response and the range will continue into autumn winter. It’s great to have a product offering that works for boys and girls. How has the Enchantimals range performed since its launch and what are your expectations for the brand in 2018? Customers have reacted well to the Enchantimals toy range, and it is selling well. We are looking forward to assessing how this brand can be translated into other product areas, including hard and soft lines, as well as publishing. What impact do you feel next year’s Barbie movie will have on this iconic brand? Barbie is a fantastic brand; it’s so exciting that it’s got such energy behind it at the moment and it is amazing to see the new fashion ranges recently launched on the high street. It’s great to see the brand reflecting the latest fashion trends and we are already seeing this come through. The movie will be another great step for the iconic brand and brings Barbie back to the forefront of customers’ minds - awareness will be greater than ever. I am looking forward to seeing the spring summer ranges, as I am sure 2018 will be an even stronger year for the Barbie brand.

We were delighted with the results of this event. We saw very positive uplift across the range which makes this level of investment worthwhile from both sides. Are there more take-over events planned with other Mattel franchises going forward? Mattel is a key partner for TRU and we are extremely focused on supporting and activating its key brands. Barbie, Thomas, Fisher-Price and Hot Wheels are the core focus and with an extensive line of product from both toy and licensed partners, it really allows us to maximise these take over events. We have more exciting plans to come as well as we enter Q4 of this year. How effective was the Barbie and Hot Wheels spinner promotion you recently ran? The campaign was very successful, Mattel moved quickly with it’s licensee Bladez to bring this product to market - from production of the product to going live instore was just one month. This is the quickest turn around we have seen from any partner and demonstrates how Mattel and TRU are continuing to become nimbler in leveraging current market trends. How has the Barbie brand performed for you in 2017? Barbie is in double digit growth year on year for us, which is a fantastic result. The new Barbie brand communication is resonating with our customers and we are seeing the results in great sales. As a result of this success, we have increased the brand activity and range, not only within the core toy lines, but also in the licensed categories so we are offering our customers a fantastic choice across the categories. From a Toys R Us perspective, what are the advantages of looking at the total franchise opportunity, rather than just focusing on the specific toy element of the properties? Offering a total cross category selection with any brand is important. We know that our customers come to TRU because of the breadth of range we offer; it is expected that they can pick up a variety of product and if their child loves Barbie then she will want not just the doll but also the bike, the styling head, plush etc. The scale of many of our stores allows us to showcase a broad range. Of course, when we talk franchise it isn’t just product, it is also how our customers interact with the brand - this is another area where we are very proactive. Live events regularly come to our top stores, which not only attracts customers, but brings the brands to life for them. It’s another key area of any franchise to give children a fully immersive experience of the brand.

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© 2017 HIT Entertainment Limited. © 2017 Gullane (Thomas) Limited.

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Easy Tilt ‘n’ Turn Steering Action

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Engine Ride-On

Realistic Thomas Sounds & Lights

Forward & Reverse Gears

Ride-On, Scooter & Trailer All-in-One

12V Thomas Ride-On

0121 748 8000

Retail News 2017 has been a successful year for the Franchise Retail Development team as we continue to strengthen existing relationships as well as forge new ones with rapidly growing retailers in the ever-evolving retail landscape. Bespoke account activation plans, innovative display solutions and new product launches have enabled us to expand our core brand footprint both in stores and online as well as providing engaging solutions for the consumer.

Thomas & Friends GWP Promotion at Mothercare & ELC

Barbie at Tesco To celebrate the Fashionistas toy line, Tesco showcased Barbie on a fully branded End throughout August & September in 259 stores. The Barbie magazine for these two months featured a competition in conjunction with Tesco inviting fans to be a fashion designer by creating a new outfit for Barbie. The magazine also featured tagged ads highlighting the Barbie range available in stores and online. The magazine was featured on the End along with key toy items as well as securing incremental space in the magazines aisle ‘hot spots’, which increased circulation. The winners will be featured in the December issue of Barbie magazine.

Easter saw Thomas & Friends steam into Mothercare & ELC with a gift with purchase promotion over the key holiday trading period. Featured online and in-store, customers received a free lunch bag and flask with any three purchases from the Thomas range. The offer was supported by digital screens in-store and a cross-category display. Driving sales across multiple categories, the activity has set up a solid foundation on which to grow the brand presence next year.

Barbie Shop at Hamleys In September, Hamleys showcased the Barbie brand like never before. Unprecedented investment saw a refreshed and fully franchised area covering multiple categories and products from Dress Up, Accessories, Collector dolls and of course Barbie star items. Fully supported with instore and media activity with both consumer and trade press, this branded space is set to attract the crowds. Inspiration has been taken from all over the world to deliver a best in class retail execution.

Thomas & Friends at Tesco Direct

Thomas & Friends at TRU Thomas & Friends took over TRU in August, as the Mattel team worked in close partnership with the TRU marketing, merchandising and buying teams to deliver a true 360-degree campaign. This covered all categories from the core engines through to plush, puzzles, ride–ons and bedding to name just a few. The campaign was executed instore with fliers and supported online with a very clear offer message of 1/3 off the Thomas range over the 5-week promotional period. This event demonstrated the depth of range that is available in store plus a compelling offer for consumers. In addition to the Thomas take over we have additional exciting plans to continue to drive the Thomas franchise with TRU instore.

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As the clocks go back and the new school and nursery term starts, Thomas is on hand to help parents get on track for bedtime in partnership with Tesco. A bespoke 30” video will be hosted on the Tesco Direct pre-school page and official Thomas Facebook page to explain the help Thomas can offer parents trying to get their Thomas fans into a bedtime routine. The video will feature products available to buy on Direct across key categories including toys, books, home, HBA and apparel. Additional assets such as a bedtime reward chart will be available to download and there will be a ‘shop the range’ stamp to help navigate the range. Both Mattel and Tesco will support with marketing packages to drive traffic to the page.


© HIT Entertainment Limited. HIT and the HIT logo are trademarks of HIT Entertainment Limited. © [2017] Prism Art & Design Limited. The Fireman Sam name and character are trademarks of Prism Art & Design Limited. © 2017 HIT Entertainment Limited and Keith Chapman. The Bob the Builder name and character, related characters and logo are trademarks of Hit Entertainment Ltd.

Thomas & Friends Big World! Big Adventures exciting new changes in 2018

In 2018, Thomas & Friends content will see a number of exciting new changes based on extensive market research and creative work from the production team, consultants and brand team to reimagine the brand. The refreshed content will introduce a new opening theme tune, characters and locations, with a new steam team reinforcing gender equality. For the first time, fans will see Thomas traveling further than he has before, experiencing new cultures and making new international friends, expanding the opportunity for new themes and growth opportunities for the franchise and partners. The new content will feature faster-paced stories with added fantasy, humour, animals and musical sequences, as well as a new narrator, where Thomas will speak directly to the audience to add engagement. Content is at the heart of story-telling for Thomas, and is pivoted to make it more exciting and appealing to both boys and girls.

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A real life Thomas performed for Queen Elizabeth II as part of her 80th Birthday celebrations

Hugh Bonneville stars in epic new Thomas & Friends film: Journey Beyond Sodor

This summer, everyone’s favourite number #1 blue engine, Thomas, embarked on his biggest adventure yet, in his twelfth feature-length film, Thomas & Friends Journey Beyond Sodor. On his epic journey, Thomas travels away from Sodor across to the mainland to experience adventures beyond his wildest dreams, and befriends the Experimental Engines, Lexi, Theo and Merlin. New engine Merlin, voiced by multi-award-winning British actor Hugh Bonneville, commented: “I am delighted to be involved in the latest Thomas & Friends film. Like so many others I enjoyed the books when I was young, so it’s a real honour to be voicing a new character, Merlin. To play an engine in one of Thomas’s adventures is a big thrill for a little boy in a grown-up body!” Join Thomas, Merlin and the rest of the experimental engines when Journey Beyond Sodor is released on DVD in October.

Thomas & Friends hits the road with inflatable play station

Following the success of 2016, this year Thomas & Friends set friendship in motion with the Thomas & Friends inflatable Play Station, which toured 23 different locations around the UK during the Easter and May half-term. From 8th April – 4th June, Thomas fans could enjoy the free, interactive experience at selected Smyths and Toys R Us stores. Little engineers could work together to complete nine different activities as they made their way through the Play Station to the finish line, from finding James and Percy in the maze to discovering the exciting new products available from the Thomas & Friends range. The imaginary Island of Sodor lies between the Isle of Man and Barrow-in-Furness

6-foot tall chocolate Thomas sculpture visits Kings Cross Station

To celebrate the Easter weekend, a giant 6ft tall, 7ft long chocolate sculpture of everyone’s favourite #1 blue engine, Thomas, arrived at Kings Cross station. The sculpture, based on the Thomas & Friends chocolate train engine, sold exclusively in M&S UK stores during Easter, weighed 140kg and took 250 hours to build by three master chocolatiers. A total of 100kg of chocolate was used to create the masterpiece, the equivalent to 50,000 chocolate buttons.

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Toy World spoke to Kate Schlomann, Vice President and General Manager of Thomas & Friends about how the brand is pivoting its content to increase awareness and offer new opportunities across a range of licensing catagories. We hear Thomas & Friends content is changing in 2018, what are you able to tell us? All will be revealed at our special World Premiere event at MIPJUNIOR but we have many exciting changes coming to Thomas & Friends in 2018. Content is at the heart of our story-telling and we are pivoting our content to make it more inclusive, meaningful, entertaining and global – whilst ensuring all the favorite characters and storylines that fans around the world love remain at the heart of the action. How will this manifest itself? Are you able to share any specifics? This is an exciting evolution for the content. The show will have a new format, more contemporary feel and added humour, which will offer an increased global appeal to both pre-school boys and girls. For the first time ever, we will see iconic train engine Thomas traveling farther than ever before, taking kids on a journey of wonder and curiosity as he adventures around the world to experience new countries and animals, learn about other cultures and, of course, make new international friends along the way. In addition to this, our latest research shows that more girls are watching the show than ever and we want to celebrate that, so watch this space as there will be new female characters joining. Why the format change? Did you use market research for the changes? Thomas & Friends is a beloved brand and well-known show around the world and to ensure it’s as relatable and relevant as possible and to keep it competitive in the children’s TV market, we feel it is important to make some changes to the content. The starting point for us was carrying out deep-dive research with our audience across key territories including US, UK, Germany and China. This process was a valuable tool and allowed us to gain insights about the content to better understand how each element on screen translated to both younger and older viewers.

We gathered all the feedback from these sessions, including many suggestions and ideas from the children themselves. We then looked at ways we could push the boundaries of storytelling, new music and new characters, with one quote from a child at the research particularly striking a chord with us when he said “Thomas is a train but he never really goes anywhere”. This definitive point informed one of the biggest changes in the new series, which is that Thomas will now take us with him on his adventures around the globe as he visits many countries to experience the different cultures and animals that the world has to offer. Additionally, Thomas will engage more closely with the audience through speaking directly to the camera and narrating the story himself for the first time in the show’s history. How does the change of content affect the brand? The brand is currently undergoing an evolution to remain relevant for the next generation of parents and kids by opening up the world of Thomas & Friends to be more inclusive, meaningful and global, whilst remaining light-hearted and humorous, so kids can discover the world around them with a trusted friend. The brand will roll out a new brand positioning campaign next year to reflect the evolution, and the change in itself offers the franchise many more opportunities. It’s an exciting time to be part of team Thomas. Tell us more about that, where do you see the opportunity for the toy and franchise? With the refreshed new content, we are exploring so many more new themes which literately opens up the world of consumer product live events, apps, games, etc. as well as other extensions of the franchise. This will also give us exciting new toy drivers which will be revealed next year. We are extremely lucky to have so many good licensee partners for Thomas & Friends and BLE is a perfect opportunity to share these new exciting changes coming. How do you feel the pre-school environment has changed in recent years and how does it affect Thomas & Friends? It has got increasingly competitive with many new entries in recent years seeing rapid growth, however Thomas & Friends is a proven and trusted 72-year-old evergreen brand which has stood the test of time and enjoys its rightful place as being one of the top pre-school toy brands in several markets. The brand is also growing in popularity in many new markets such as China.

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Steam ahead with a Puzzle or a Game!

4 in Box Puzzles

My First Puzzles

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18 Jigsaw Puzzles & 6 Games Available © 2017 Gullane (Thomas) Limited. © 2017 HIT Entertainment Limited. Sales Hotline 01869 363800

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020 3220 0400 |

Jumbo Games

01707 289 289 |

Jumboâ&#x20AC;&#x2122;s Thomas & Friends Foam Puzzle range, which has already seen success at retail, includes a 19-piece large Foam Floor Puzzle and a Foam 4-in-1 Bath Puzzles Set that are both ideal for indoor and outdoor play due to the water-resistant and durable foam. These foam puzzles offer retailers and consumers alike an ideal starting point for young fans, as all the pieces are extra-large and extremely durable, making them perfect for little hands and first-time puzzlers.

Egmont has been home to the range of Thomas & Friends books for over 70 years. The company offers a wide variety of different formats, from picture books and story libraries to novelty titles, including series such as My First Thomas, movie tie-ins and Thomas Engine Adventures. Each book features colourful illustrations and engaging text based on the original stories by Rev. W. Awdry. From Thomas and Gordon, to Harold the Helicopter, there is a railway adventure to thrill every Thomas fan.

Trends UK

01295 768078 |

Designed to help pre-schoolers develop early learning skills, the Thomas ELAs from Trends include activities for understanding colours, phonetics and numeracy through interactive play features. The Thomas Flip & Learn Phone is a flip-up phone with a backlit answer screen. Kids can call Thomas and his friends to hear their greetings. The phone includes games to encourage number and colour recognition, and kids can also pretend to take pictures with the camera-phone feature. The Learn with Thomas Alphaphonics features every letter of the alphabet in upper and lower case, images of characters and places, seven different play modes, and music and sound effects.

MV Sports

01217 488 000 |

MV Sportsâ&#x20AC;&#x2122; offers a classic range of Thomas & Friends bikes, rideons and scooters, with many items incorporating authentic Thomas detailing including painted 3D features, moulded wheels and colourful graphics. The 12v Thomas Battery Powered Ride-on is over a meter long, and includes an authentic moulded Thomas face amongst its features. These also boast forward and reverse gears with a dashboard indicator, two speed settings, lights and realistic Thomas sounds and sayings.

Rainbow Designs

01329 227300 |

The My First Thomas & Friends Nursery Collection from Rainbow Designs includes a range of activity toys with multiple textures, sounds and activities. The collection features a My First Thomas Chime Ball and Activity Cube as well as a Jumbo Activity Playmat. New additions to the range for 2017 include a Developmental Mirror and the My First Thomas Jigglers; attachable Thomas, James and Percy toys to keep little ones entertained whilst on the move. The star of the collection is Activity Thomas. This soft Thomas-shaped activity toy features three sounds as well as a mirror and a Thomas-shaped teether.

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01869 363 830 |

Ravensburger adds three new Thomas & Friends jigsaw puzzles to its existing range of 18 puzzles and six games. Kids can join Thomas & Friends on a journey through Sodor with the 4 in Box Puzzle set. Each puzzle is cut into 12, 16, 20 and 24 pieces respectively, featuring characters from Sodor. For younger fans, Ravensburger has launched a refreshed My First Puzzle range. Illustrated with simple backgrounds, the chunky puzzles come in 2, 3, 4 and 5 piece-counts. Also new, and available now, is a 35-piece jigsaw puzzle featuring Thomas, James and Harold, which measures 26 x 18cm when complete.

Amscan International 01908 288500 |

Amscan’s broad collection of partyware and balloons featuring pre-school favourite Thomas & Friends offers something for fans of all ages. For 2017, a new Thomas All Aboard themed ensemble was launched, featuring a mix of 24 coordinating party items. From disposable tableware to invitations, candle sets, decorations and favours, there is everything party planners need to create a Thomas & Friends theme. In addition to the extensive partyware offering, Amscan also has a range of Thomas & Friends foil balloons, which not only make an ideal gift but add a great finishing touch to party décor.

Golden Bear

01952 608 308 | Heading up Golden Bear’s Thomas & Friends range is the Character Playmat with four play modes, while the plush range is led by the Glowing Musical Thomas, which has glowing cheeks and plays the theme tune. The plush offering also features Large Talking Thomas, James and Percy Soft Toys. The Thomas & Friends Mini Sketchy-Fun lets little ones draw their favourite characters, then swipe clean and start again. The range also includes the Thomas & Friends Felt Set which comes with a flocked board and over 50 felt pieces. New for 2018 is the Thomas Pullback, and rounding out the range is the cuddly Thomas Jumbo.

Bladez Toyz

02392 658259 |

The radio control inflatable Thomas offers Thomas & Friends fans a different way to engage with their favourite engine and teaches pre-schoolers how radio control works. Alongside its one button controller, which encourages active play and logical thinking, the jumbo-sized inflatable also features authentic sound effects and is suitable for driving both indoors and outdoors. New to the Bladez Toyz range from October is the motorised Thomas Track Playset, which allows kids to connect eight jumbo puzzle pieces, and build over 50 different combinations, before watching the Thomas engine travel round the track.

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Learn with Thomas Alphaphonics™

Expect so much more!

Trends UK (National Accounts)

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Tel: +44 (0)1295 768078

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The fantastic My First Thomas & Friends Nursery Collection in store now!

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Since her debut in 1959, Barbie has become an international icon and muse. Today, she continues to spark imaginations and influence conversations around the world. From female firsts to famous collaborations, Barbie is a reflection of the times â&#x20AC;&#x201C; a snapshot of pop culture. Created to show girls that women have choices, Barbie has always empowered the limitless potential in every girl. In her role as confidante to a generation of girls, Barbie empowers them to shatter the glass ceiling, by enjoying over 180 careers as everything from a president to a palaeontologist, a video game developer to a CEO. Barbie continues to evolve, empowering girls to try on every facet of who they can become, from a princess to a president, bringing this to life as only Barbie can. Barbie builds on the â&#x20AC;&#x2DC;You Can Be Anythingâ&#x20AC;&#x2122; brand message celebrating how Barbie inspires the limitless potential in every girl. Over the past two years Barbie has been on a journey setting out to change the way the world talks about the brand by focusing on what the doll enables; that through open ended play, storytelling and imagination kids can reach their limitless potential.

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In 2017 Mattel launched the new articulation of body diversity in Barbie Fashionistas with the new look Ken. 15 new Kens with two new body shapes – broad and slim – joined the original shape, with more ethnicities and fun new hairstyles including a man bun and corn rows. Man Bun Ken broke the internet, inspired fun memes and Op-Eds - and featured everywhere from This Morning to The Times. The new Ken dolls join an expanded Barbie Fashionistas line including four Barbie body types, making it the most diverse fashion doll line ever, with over 100 new looks in three years.

As a muse to the world’s leading designers Barbie has collaborated with over 75 global brands and up and coming young designers and talent

BARBIE X MISSGUIDED The Barbie X Missguided SS17 collection of 43 musthave pieces was inspired by the girl power spirit of 2017, capturing the energy of diverse, crazy cool young movers and shakers. The first drop sold out in 24hours – and Mattel are excited to announce that due to popular demand, second collection will launch exclusively this AW17.

Barbie has been a muse to many artists over the past 5+ decades including Andy Warhol

Fifty of the world’s top designers created couture looks for the first-ever Barbie runway show in celebration of Barbie dolls 50th birthday

DADS WHO PLAY BARBIE This year, Barbie launched a new articulation of the Barbie “You Can Be Anything” campaign focused on inspiring and nurturing the limitless potential in every girl. The new spots, which feature real dads and their daughters playing Barbie, is a follow up to the award-winning “Imagine the Possibilities” work celebrating a girl’s journey to self-discovery through playing with Barbie. Showcasing what happens when six real dads play Barbie with their daughters, at the end, the spots read, “Time Spent in Her Imaginary World Is an Investment in Her Real World,” highlighting that a dad’s involvement in his daughter’s imaginary play contributes to her social, intellectual and emotional development in real life.

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The much-hyped first ever Barbie live action movie is coming in Summer 2018 when Barbie will be immortalised on the big screen by Sony, The movie will be supported with an extensive licensing programme so watch this space!

On Youtube Barbie is the #1 most watched girls toy brand and #7 most watched overall brand



BARBIE DOLPHIN MAGIC MOVIE HEADS TO CINEMAS NATIONWIDE Join in the fun this October, as new underwater adventure will premiere with a theatrical release.

Join Barbie and her sisters Skipper, Stacie and Chelsea as they go on an adventure to a tropical island where Ken is doing a marine biology internship. While snorkeling, they discover a young dolphin trapped in an enclosure—but this isn’t just any dolphin, it’s a beautiful bright green Gemstone Dolphin. Barbie then meets a mysterious friend named Isla, who turns out to be a magical mermaid. Soon after, the girls discover that the dolphin is being held by Marlo, the biologist Ken is interning with. Her intentions are to make money by exhibiting the dolphin for its unique traits. They must work together to free the dolphin so he can be reunited with his Gemstone Dolphin family before Marlo sends him away. The movie inspires a fun themed product range including the Barbie Dolphin Magic Snorkel Fun Friends doll.

To date, Barbie has starred in more than 30 DVDs taking on roles from a super hero to rockstar


Barbie Dreamtopia is a magical world imagined by Chelsea, the youngest sister of Barbie. This fantasy world is brought to life with amazing doll product and lines from the world of licensing including Ravensburger Puzzles, Amscan Dreamtopia Dress Up and new Barbie Dreamtopia party range, while partners Flair from Just Play will launch Barbie Dreamtopia Styling Head and Plush. 2018 will see more Dreamtopia content than ever before, with all new stories and adventures to discover.

 In 2015, Barbie launched her first vlog on YouTube


In 2018 Barbie will stream 1300 minutes of content – 3x more than in 2017. A new strategy puts content directly where girls are watching, through traditional TV - and on mobile, tablet and online. Watch Barbie’s Vlogger channel, new series Barbie Dreamhouse Adventures, the magical Barbie Dreamtopia and much more.

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Parting the hair on Just Play’s Barbie Deluxe Colour Specialist Styling Head reveals a pink under-layer, and the rest can be coloured with the chalk marker and clip-in stencils. The Barbie Dreamtopia Rainbow Styling Head features all the colours of the rainbow. New for autumn is the interactive Barbie Deluxe Cash Register, featuring a portable scanner and card reader, calculator and more. The 71cm articulated Barbie Best Friends Fashion Doll features removable clothes, shoes and a hairbrush. Six different Barbie Great Pet Beans Plush puppies are available, and the Barbie Vet Bag Set provides everything needed to care for them.


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The radio-control Barbie Convertible features detailed interiors in Barbie’s signature hot pink colour as well as working headlights. Kids can drive Barbie with the custom steering wheel inspired controller. Two Barbie dolls can fit in the car, offering opportunities for friends to play together.



Markwins has an established history of creating makeup sets with licensed brands year after year, including being a long-standing licensed partner of Mattel Barbie makeup. New collections are created each season, keeping the products fresh and innovative and taking inspiration from the latest fashion and beauty trends. Markwins offers an array of products, including beauty wardrobes with enough room to store both Barbie dolls and cosmetics. The range includes an assortment of lipstick, eyeshadow, nail polish, blush, body shimmers and crayons in numerous shades, as well as accessories to complement the makeup, and any style kids create.


Kids can celebrate in style with Amscan’s new Barbie Dreamtopia themed party ensemble, launching early 2018. This new design incorporates Barbie with on-trend mythical themes such as mermaids and unicorns. The range features disposable tableware, birthday banners, invitations, drinking straws and party bags. Amscan also has a new range of Barbie costumes featuring a bright rainbow colour scheme, available to order now.

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Makeup meets fashion! BARBIE FAB MAKEUP BELT

Become a makeup artist with your own makeup belt. Get ready with everything from Nail polish to Lip Gloss to Body Fragrance you will never be without the tools you need to maintain your look!


Get the Barbie look just how you want it! With this cool backpack you can customise the bag with the velcro attachable decorations, and because they are velcro you can change the look over and over again! And if thatâ&#x20AC;&#x2122;s not enough the bag is full of all of the cosmetics needed to keep you glam on the go! Includes Lip Glosses, Eyeshadows, Glitter and more!


Fans of Barbie will love this Barbie Express yourself Beauty Tote; Be on trend wherever you go with this cool make up bag!! that includes lipglosses, nail polishes, lip gloss rings and accessories in a beautiful tote bag featuring Barbie! Tel: +44 (0) 1256 374010


Fireman Sam is the ultimate hero next door. Brave to the core, he teaches children the values of safety, rescue and the importance of community. With 30 years at the heart of the Pontypandy fire service, Fireman Samâ&#x20AC;&#x2122;s courage has inspired a generation. He is a home-grown action hero that everyone can relate to and children aspire to be. With Fireman Sam, children can learn to be cool and calm, no matter the alarm. Fireman Sam will save the day, all while inspiring the next generation of little heroes in the community. First aired in Wales in 1985 and officially launched on the BBC two years later in 1987, Fireman Sam is uniquely positioned as the only pre-school heroic rescue and safety brand, and is a show that delivers drama in a unique and engaging way.

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David Tennant stars in Fireman Sam’s most exciting adventure yet: Fireman Sam: Alien Alert – The Movie In 2017, everyone’s favourite firefighter, Fireman Sam, gets to grips with UFO sightings and other mysterious events in the new feature-length special ‘Fireman Sam: Alien Alert – The Movie’. New character, alien hunter Buck Douglas, played by multi-award winning actor David Tennant, arrives in Pontypandy for his new TV show ‘Alien Quest’, but when things go awry and a forest fire breaks out, the team work together to get everyone to safety. Talking about his character, Buck Douglas, actor David Tennant says: “I am absolutely thrilled to be voicing the character of Buck Douglas in the brand new ‘Fireman Sam: Alien Alert – The Movie’ feature-length special and I’m very much looking forward to his escapades in Pontypandy. Fireman Sam is a true institution of children’s television and a series that’s much-loved by all in our household.” The high-octane film is one of many activations to celebrate Fireman Sam’s 30th anniversary. Join in the action when the DVD is released in October.

 According to the Duke and Duchess of Cambridge, Fireman Sam is Prince George’s favourite television show

Everyone’s Favourite Hero Partners With Fire & Rescue Services For ‘Real-Life’ Hero Awards As part of the wider 30th anniversary campaign, Fireman Sam launched the first ever ‘Golden Helmet Awards’, honouring ‘reallife’ heroes including inspirational adults and children to bring Fireman Sam’s key themes of bravery and community to life, with their incredible achievements. After an influx of nominations, the six winners attended an exclusive awards ceremony, where they were commended for their achievements and had the opportunity to meet Fireman Sam himself. In continuation of the awards, Fireman Sam has partnered with the South Wales Fire & Rescue Service, in his home country of Wales, where this will see Fireman Sam supporting numerous charity fundraising events throughout the year. Chief Fire Officer of South Wales Fire and Rescue Service Huw Jakeway commented, “South Wales Fire and Rescue Service is committed to serving and helping our local communities and we are extremely pleased to have the support of everyone’s favourite firefighter – Sam – who is a real firefighting hero, born and bred in Wales. We look forward to working together to fundraise for such worthy causes, making South Wales safer.”

Fireman Sam Launches Safety Campaign with Heart Radio Everyone’s favourite hero, Fireman Sam, leads another exciting campaign to drive awareness of the importance of fire safety for children, particularly ahead of Halloween and Bonfire Night. Building on the success of the Global Radio partnership with Heart FM, and ‘Fireman Sam’s Special Safety Month’ in 2016, 2017 will continue to see Fireman Sam positioned as a relatable expert in fire safety, and an aspiring role model. The Heart FM partnership targets millennial parents in offering information and expertise both on air and through online activity on a national scale, putting the show’s core values at the centre of the conversation. Fireman Sam’s top tips will be at the forefront of the campaign in the lead up to Halloween and Bonfire Night.

 The original idea for Fireman Sam came from two ex-firemen from Kent

Hollywood comes to Pontypandy

In an all new adventure, when a burning oil tanker truck is out of control and racing towards Pontypandy, Fireman Sam pulls off a daring rescue. Mandy and Sarah film the rescue for their new website – Pontypandy Planet Online – and the clip of Sam’s heroism goes viral. Then, Don Bloomburg sees the clip and wants Sam to be the star of his latest movie. Sam is reluctant and thinks that maybe acting should be left to actors, but Boyce will have none of it. Doing his best to bask in Sam’s glory, Boyce tells Sam that he must make the movie – Sam can go back to his old firefighting job when the film is finished. Unfortunately for Sam, his co-star, Hollywood actor Flex Dexter, is determined to get the lead part and will stop at nothing to get it. This exciting new adventure for Fireman Sam will be released in Spring 2018 along with the launch of series 11.

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Jumbo Games

01707 289 289 | Jumbo’s Fireman Sam collection features a 9-in-1 Puzzle Bumper Pack that has proved the most popular format for retailers and consumers. The large suitcase box includes nine puzzles of varying piece counts which keep young fans entertained and offer progression towards tackling larger puzzles with even higher piece counts. Jumbo’s Fireman Sam Giant Hoses & Ladders Game, Giant Playing Cards 35 piece puzzles and Trio Puzzles all feature favourite characters from the property.

Amscan International

01908 288500 | Fireman Sam is a key pre-school property that continues to perform strongly, making it a top children’s choice of party theme. Amscan has updated its Fireman Sam party collection with a brand new design for 2017. The range features over 20 items including disposable tableware, decorations, favours, balloons and more, presented in a colourful and eye-catching manner to make the party setting really stand-out.

MV Sports

01217 488 000 | MV Sports’ Fireman Sam range offers a collection of emergency rescue themed scooters, bikes and ride-ons. Kids can emulate their hero with the 6v battery powered Jupiter ride on, which comes complete with a realisticsounding siren, flashing lights and working microphone. The Light & Sound Rescue Tri-scooter is ideal for kids who want to recreate their favourite Fireman Sam episodes, whilst the 2-in-1 training bike transforms from a pedal bike to a balance bike as the child builds confidence.

Character Options

01616 339 800 | www.character-online.comeu Character’s Electronic Pontypandy Fire Station playset features lights and sounds, opening doors, a working fireman’s pole and a maintenance ramp. For extended imaginative play, the Fireman Sam range offers a pack of five fully articulated action figures including Sam, Elvis and Norman, and eight collectible mini vehicles including Jupiter, Venus and the rescue 4x4. Also available are the new figure and accessory packs, and mini pushalong buggies. The Utility Belt with Jacket and Accessories offers role-play options, complete with working torch, walkie-talkie, axe, utility belt and fire-fighter’s jacket, and the Fireman Sam helmet plays the theme tune and character phrases.

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Hot Wheels gears up for epic 50TH anniversary

50 years ago, a car designer and a rocket scientist were challenged by Mattel Founder Elliot Handler to create a toy car that would roll and look better than anything on the highway â&#x20AC;&#x201C; and Hot Wheels was born. In 2018 Mattel will celebrate this major brand milestone by launching a series of PR activations that fuse creativity, experimentation and competition, and ignite the brand message. Hot Wheels will be reinforced as an iconic brand through a series of statement-making activities to create noise and buzz through PR, social conversation, and dynamic content. Hot Wheels ignites and nurtures the challenger spirit that lives within every kid, to reach their true potential, by combining competition, experimentation and creativity to provide thrilling vehicle challenges that develop the skills and confidence kids need to take on the world. As the #1 selling toy in the world, 2018 is going to be a break frame year as the brand celebrates its 50th anniversary.

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Mums Take On The Drive

Hot Wheels kicked off Q4 with the launch of new multi-platform brand campaign and content that really puts Mums in the driving seat. Building on the brands ‘Make It Epic’ campaign, ‘The Drive’ is an exciting opportunity to create a meaningful connection with Mums through purpose-driven messaging.

The campaign disrupts how Mums perceive the Hot Wheels brand today by demonstrating how children learn and grow through Hot Wheels play. The new campaign continues to empower children igniting the inner challenger in every child along with mums – making it bigger, better and more epic.

The average child owns more than 50 Hot Wheels cars

Hot Wheels Hit The Tracks At CarFest 2017

Hot Wheels made it epic at the Chris Evans-founded event CarFest 2017 – in association with BBC’s Children In Need. Hot Wheels sponsored the family festival with a branded demo zone and signature orange track along with a bespoke life-sized Hot Wheels car in which professional stuntman Terry Grant was seen performing epic stunts.

Hot Wheels also offered festival goers an interactive action-packed area to engage with the brand and put their expertise to the test, allowing an exclusive UK play of the latest product including new Hot Wheels Ai. The event sponsorship was heightened with a leading child influencer programme capturing the epic adventure along with local PR support.

Hot Wheels partners with Forza

For Forza fans, their Hot Wheels fantasies came true with the launch of the second Forza Horizon 3 expansion – Forza Horizon 3 Hot Wheels. Arriving on 9th May the expansion lets players travel to a brand-new location in Australia, a place where lazy Sunday drives are replaced by insane high-speed stunts on miles of looping, banking, giant iconic orange Hot Wheels tracks. Starring famous Hot Wheels vehicles like the Twin Mill, the Rip Rod, and the Boneshaker, Forza Horizon 3 Hot Wheels promises an automotive adventure unlike anything in Forza history.

 More than 5.9 billion Hot Wheels cars have been produced since 1968

Gap Launches Hot Wheels Capsule Collection Speeding into Gap stores earlier this year was the Hot Wheels capsule collection featuring signature prints and the iconic track across 12 different styles. The toddler and boys’ line features quality fabrics, glow in the dark elements and a pop of orange on each product to tie back to the classic iconic Hot Wheels brand.

Mattel Supplement


Bladez Toyz

02392 658259 |

In a new partnership for 2017, Bladez has been working with Mattel to introduce a more advanced play pattern for older Hot Wheels fans with the launch of Drone Racerz. The radio control Drone & Vehicle Set offers 3-in-1 vehicle play with everything needed to fly, connect, drive and race. The set includes ramps and gates to help create stunt challenges, and the vehicles are also compatible with Hot Wheels track. A digital media campaign for Drone Racerz started in September, and further flying sets are in development for release in 2018.

Toy State

0208 440 5060 |

Kids can experience action at the press of a button with the Hot Wheels Vampyra, which features lights, sounds and wing-flapping effects. With the Hyper Racer, kids can watch as the car, complete with music and sound effects, kicks into turbo mode and transforms into a different colour. The Mutant Machine Commander Croc has a back and forth wiggling action and features sounds and lights. Each Toy State Hot Wheels vehicle offers the latest in custom design and quality driving experiences.


01582 670 100 |

Flyte is an original prospect for on-the-go families everywhere. Flyte is a safe and sturdy scooter, a swift pull-along trolley and a compact piece of cabin sized luggage all in one. Underneath each design is a PU foam case with a capacity of 25 litres, making it ideal for storing any childâ&#x20AC;&#x2122;s travel essentials. The Flyte family has expanded after partnering with Mattel to feature the design of Hot Wheels, ideal for fans of the brand who want to take a trip around the world, go on an adventure in the garden, or simply tackle the school-run.

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Mattel Creations

If stacked on top of one another, the 40 million+ Rock-A-Stacks sold since their introduction in 1960 would reach over 6,000 miles into the sky

Fisher-Price Launches exciting new brand campaign celebrating the natural curiosity in every child

Fisher-Price launches its exciting new brand campaign ‘Nurture Their Nature’ this October, celebrating with parents that each child is born with unique gifts and a distinct personality - they can’t change what’s in their nature, so should nurture what’s already there. The environment they create and the experiences they give them will help children make the most of their potential. The campaign reinforces the importance of letting children establish their own path and to embrace and celebrate who they truly are. It also demonstrates how Fisher-Price offers different approaches to learning for different personalities, with toys designed to benefit all sorts of children, connecting with them via their natural interests. The brand campaign will be communicated through an engaging brand spot which is amplified through; radio partnership, digital media platforms and PR.

Fisher-Price recruits new brand ambassador, Giovanna Fletcher

Fisher-Price has teamed up with best-selling author, vlogger and mum, Giovanna Fletcher, to help drive brand engagement with mums across a range of exciting campaigns. Giovanna’s honest and genuine advice complements the Fisher-Price brand ethos. In May, Giovanna supported the ‘Play More’ campaign amplified through Heart Radio, communicating to parents the importance of allowing children to just be children and to engage in more playtime together. In July, Giovanna was involved in the Little People Big Emotions campaign, speaking to parents about emotional intelligence (EQ) and how it’s just as important as IQ as part of a child’s development. The campaign was brought to life through an event and Facebook Live whereby Giovanna and Netmums’ editor shared their views on EQ in front of a large audience of mums. Fisher-Price is also supporting Giovanna on her new podcast series ‘Happy Mum Happy Baby – The Podcast’, where she talks to different celebrity mums, influencers, authors and editors about parenting.  The Fisher-Price Chatter Telephone has been the first telephone for more than 26 million people since 1962

Fisher-Price partners with Hauck on new mobility range

Fisher-Price and partners Hauck will debut a new line of beautiful pushchairs, car seats and play pens in AW17. The range launches in the UK with an exclusive 7-piece collection in Toys R Us later this year. The range features a car seat, a travel system, travel cot, a baby carrier & a range of buggies to suit all budgets. The range is designed in the stylish Fisher-Price patterns designed exclusively by Creative Director Jonathan Adler. His bold, modern designs showcase stylish babygear for both mum and baby, that continue to inspire childhood from birth. Hauck will roll out the range in Germany with Baby One & in France with C-Discount, with launches throughout EMEA to follow late 2017/early 2018.

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© 2017 HIT entertainment Limited & KEITH CHAPMAN. © 2017 HIT entertainment Limited.

FOAM PUZZLES © 2017 Gullane (Thomas) Limited. © 2017 Hit Entertainment Limited.

© 2017 Prism & Design Limited. © 2017 Hit Entertainment Limited.

CONTACT YOUR JUMBO SALES REP FOR MORE INFORMATION Jumbo Games, 2 Carters Row, Hatfield Park, Hatfield, UK, AL9 5NB Telephone: 01707-289289


Mattel launches new dolls brand Enchantimals with strong start

Mattelâ&#x20AC;&#x2122;s exciting new launch of animal thematic property Enchantimals has got off to a flying start with some exciting early reads that show this new property is proving to be a popular choice for girls. Enchantimals encourages kids to celebrate friendship, and helps to build compassion for all living things whilst they play. These magical forest characters share a special unbreakable bond with their animal friends theyâ&#x20AC;&#x2122;re always together, and they look alike, too. Kids love the popular play pattern, bright and vibrant colours, and whimsical environments in this enchanting new world. The range includes the Doll + Animal Friend Assortment, playsets and vehicles and is brought to life with new content that includes webisodes and a 60min TV special later in the year. Perfect for licensing partnerships, make sure you check out the opportunities with the Licensing team at BLE.

Mattel Announces the First Ever One of a Kind Tiana Enchantimals Doll

Enchantimals celebrates friendship on PopJam

Enchantimals launched its official PopJam channel with a pre-launch awareness campaign, giving little ones the chance to learn more about these whimsical new forest friends.

Enchantimals partnered with #1 UK kid influencer Tiana Toys AndMe to honour Tiana with a one of a kind doll. Tianaâ&#x20AC;&#x2122;s video unveiling her first ever doll has been viewed over one million times on YouTube!

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Join Thomas and his friends in the new book range for early readers The perfect way to introduce colours, numbers and time to little ones.


Š 2017 HiT Entertainment Limited. Š 2017 Gullane (Thomas) Limited.

Available to order now

Scrabble spells out Seventy Gearing up for the amazing 70th Anniversary celebrations in 2018, the world’s most popular word game continues to be the combination of family fun and mental exercise as it goes into its 70th year. Scrabble will kick off this remarkable milestone, with marketing, partnerships and PR activations.

Scrabble partners with ITV

Family favourite Scrabble continues to expand its extensive game offering by launching a new and exciting digital-led strategic partnership with ITV. The game that brings letters and people together will now give fans the chance be to join their favourite game online across the ITV hub and the I’m A Celebrity app.

Londoner wins International World Scrabble Championship

Scrabble welcomed the world’s most accomplished and enthusiastic Mind Sport players as they battled for the World Scrabble Champion title. The Mind Sports International World Scrabble Championship and World Junior Championship was held for the first time in the UK, as the most talented players from over 40 different countries all joined together in Nottingham to enjoy the international tournament and watch the world top talent compete for the ultimate title. This year’s championship was won by Australian-born David Eldar, 27, who now lives in London. David won the ultimate title and is this year’s top player after playing winning word ‘carrels.’

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Magical Partyware from 2018!

NEW costumes ready to order! Dream Big with new partyware and costumes from Amscan TEL: +44 (0)1908 288 500 E-MAIL: WEB: © 2017 Mattel.

©Amscan 2017, ©Anagram 2017 All rights reserved


The 80s are back!

Mattel draws on its heritage of iconic brands, re-visiting the company’s archive to bring consumers dynamic new partnerships in 2017. Collaborating with partners to bring Mattel’s retro brands to life, this year Masters of the Universe got epic with fun, tongue in cheek adverts, and Polly Pocket launched a beautiful new capsule fashion collection.

Epic Skeletor is back! Masters of the Universe collaborates with Money Supermarket again for AW17

JLS and Truffle Shuffle leverage 80s nostalgia with new Polly Pocket collection

Masters of the Universe characters He-Man and Skeletor will be back on TV screens in AW17 in a new two-minute ad spot for The new spot follows on from the successful SS17 Epic Skeletor campaign which saw the Masters of Universe characters throw down their best moves to Irene Cara’s Fame, and was widely lauded in both the advertising and licensing industries. The new ad premiered during The X-Factor and saw He-Man and Skeletor recreate one of the most iconic dance scenes in cinematic history, using choreography from Dirty Dancing to the instantly recognisable song (I’ve Had) The Time Of My Life.

JLS tapped into millenials love for all things 80s, partnering with retro favourite Polly Pocket for a new Truffle Shuffle collection. Launching a new pink Polly Pocket compact style bag as a teaser in summer 2017, a capsule collection of tees, sweatshirts, hoodies and a mint shell shaped compact bag followed in AW17. Polly Pocket launched in 1989 as the first ever micro-doll, creating a $2.5b franchise, and selling over 10million compacts. The partnership has generated huge PR and social noise and Mattel is thrilled with how this licensing partnership brought the iconic Polly to life in 2017.

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Licensee News Toy World spoke to two of Mattel’s key licensees, Bladez Toyz and Just Play, to find out how they have worked with Mattel brands in 2017.

Iain Morgan, CEO of Bladez Toyz What attracted you to the Hot Wheels and Barbie brands? Hot Wheels is one of the most iconic toy brands. We saw an opportunity to extend the brand into a slightly older market with our remote control Drone Racerz concept and Mattel loved our ideas. The new sets offer real innovation in the remote control market and also identify with the brand DNA of Hot Wheels through Competition, Experimentation and Creativity. With Barbie, the opportunity came around because of the success of spinners. We could not find one example of a licensed or girl-targeted spinner, so this was the perfect partnership for Bladez. The Barbie spinner appeals to both the retro fan and the younger collector. How have you found working with the Mattel licensing team? Helen Genia, our main contact at Mattel, has been key in pushing Hot Wheels Drone Racerz across EMEA and USA. Working with Helen has been a joy; she has a real passion for toys and is a fantastic deal maker. The wider Mattel team has been extremely supportive and reactive to our products. Currently we are in talks with Mattel teams all over EMEA, Russia, Asia, Australia and North America.. What is the most exciting development you’re working on with Mattel for 2017? Without a doubt it’s the award-winning Hot Wheels Drone Racerz, which allow kids to drive, fly and race with one vehicle set. The fact that it’s compatible with Hot Wheels tracks is another USP and key to our great relationship with Mattel in this partnership. What plans do you have for your Mattel-branded range in 2018? We will extend our Hot Wheels Drone Racerz range to include racing FPV drones and off-road buggy drones. We are also excited to launch the Thomas & Friends Track Playset. The playset comes with eight large plastic tile pieces which have various track grooves engraved on them. The child has to put the tiles together so the track grooves align, and there are over 50 combinations. Once the track is built, the motorised Thomas engine is put on the tiles and kids can watch him go round before breaking it down and starting again. What’s more, we are launching additional sets with fan favourites James, Percy and Edward so all the track tiles can be combined for a giant set.

Kirsty MacKenzie, marketing manager of GP Flair What do you perceive as the main strengths of the Barbie brand from a licensee’s perspective? Barbie is not only one of the world’s heritage brands but is a franchise that has continually moved with the times, ensuring that season after season it remains fresh for today’s fans. What’s more, the strength of the licence, and the variety of ways in which it can be used, opens up plenty of opportunities for licensees. What reaction have you had from your retail partners to the Barbie range? Our Just Play Barbie collection is packed with great role-play product that fully supports the doll range. The classic play patterns are so popular with both the retailer and consumer alike. For this reason, the new collections are always well received by our partners. The latest lines for autumn tie in with Mattel’s brand message You Can Be Anything, as well as Dreamtopia, a key segment for Barbie, ensuring that we fit in well with everything else on the Barbie shelf. What is the most exciting Barbie development you’re working on with Mattel for 2017? The most recent development for us is the new Flip N Reveal Styling Head. This takes the trend of styling hair and incorporates fashionable, vibrant colours too. A simple flip of the hairstyle will reveal a pink streak of colour, and each time kids flip Barbie’s hair they can create new looks. This is one of our TV advertised lines, and we are excited to see how well it does. What plans do you have for your Barbie range in 2018? For spring we have refreshes of all our main lines, and for autumn we will have an exciting new line up to reveal.

Mattel Supplement





Contact Number

Alligator Products

Stationery and Travel Accessories

Thomas, Bob, Fisher Price, Barbie, Fireman Sam

+44 (0) 2083 716622



Barbie, Monster High, Hot Wheels, Fisher Price

+44 (0) 1908 288546

Artists & Scientists

Toys, Gifting


+44 (0)1903 885669


Video Games

Fireman Sam, Thomas

+44 (0) 1480 464077

Aykroyds & Sons (TDP)

Nightwear, Underwear

Barbie, Monster High, Fireman Sam, Thomas, Bob, Barney

+44 (0) 1619 291122


Garden Scale Trains


(215) 533 1600


Nightwear, Apparel

Barbie, Monster High, Ever After High, Fireman Sam, Thomas, Bob

+44 (0) 1559 651230



Fisher Price

+44 (0) 1626 835400

Bladez Toyz

RC Vehicles

Hot Wheels, Thomas

+44 (0) 2392 658255

Blue Print



+44 (0) 8452 172400

Blues Clothing


Monster High, Ever After High, Thomas, Bob

+44 (0) 2073 719900

Bon Bon Buddies



+44 (0) 1495 241628


Theme Park Merchandise


+44 (0) 1206 224466

Bridge Direct


Fisher Price

+1 561-997-8901

Cappelen Damm


Fireman Sam

+47 942 22 957

Carlton Books

Augmented Reality Books


+44 (0) 2076 120400

Character Options

Toy, Role Play, Plush, RC

Fireman Sam, Barney

+44 (0) 1616 339800

Character World


Barbie, Monster High, Hot Wheels, Fireman Sam, Thomas

+44 (0) 8450 049217


Dress Up


+44 (0) 1451 849844


Oral Care


+44 (0) 1483 302222


Nightwear, Underwear

Barbie, Hot Wheels, Fisher Price, Pingu, Fireman Sam, Thomas

+44 (0) 1623 735123

Copywrite Designs


Barbie, Monster High, Thomas

+44 (0) 1908 618811

Danilo Promotions

Calendars and Greeting Cards

Monster High, Fireman Sam

+44 (0) 1992 702900



Monster High, Thomas

Dr Fresh Inc (Grosvenor)

Oral Care


+44 (0) 1628 665800

Drumond Park/ Vivid Imaginations


Absolute Balderdash

+44 (0) 1702 200660

East Coast Nursery

Infant Accessories

Fisher Price

+44 (0) 1692 403461

Edition Atlas

Part Works


+44 (0) 3451 748400

Egmont Books


Barbie, Fireman Sam, Thomas

+44 (0) 2032 200400

Egmont Magazines


Barbie, Fireman Sam, Thomas, Bob

+44 (0) 2032 200400

Fine Décor

Home Décor


+44 (0) 1477 536118

Finsbury Food Group

Celebration Cakes

Fireman Sam, Thomas

+44 (0)2073 824730

Flair (Just Play)

Role Play


+44 (0) 2086 430320

Frank Roberts Bakery



+44 (0) 1606 41122

GB Eye



+44 (0) 1142 920086

Gemma International

Greeting Cards

Thomas, Bob

+44 (0) 1264 388421

Ginger Fox (Meld)

Jigsaws, Games


+44 (0) 1242 545950

Golden Bear

Plush, Toys


+44 (0) 1952 608308

Greens Desserts


Barbie, Fireman Sam, Thomas

+44 (0) 1709 700000

Halligan Raby

Home Décor


+44 (0) 1214 531741


Greeting Cards and Baby Gifting

Fireman Sam, Thomas, Barbie, Fisher Price, Hotwheels and Scrabble

+44 (0) 207 2918142

Harper Collins



+44 (0) 2087 417070


Infant Mobility

Fisher Price

+44 (0) 1978 664362

Heaven Made Foods



+44 (0) 1263 711222



Barbie, Hot Wheels, Thomas, Bob

+44 (0) 1384 286860


Novelty Books


HJ Heinz



+44 (0) 1514 6950351


Model Train Sets


+44 (0) 1843 233500


Pocket Money Toys


+44 (0) 1253 775620

Hype Associates

Greeting Cards


+44 (0) 1516 784000


Bikes, Scooters

Barbie, Monster High, Hot Wheels

+44 (0) 1582 670100

Igloo Publishing


Fisher Price

+44 (0) 1604 741116



Barbie, Hot Wheels

+378 (0549) 904286

Immediate Media (BBC Mags)

Compilation Magazines

Pingu, Thomas, Fireman Sam, Bob the Builder

+44 (0) 2071 505152


Consumer Electronics, Role Play

Barbie, Hot Wheels

+44 (0) 1706 717800


Adult Accessories

Barbie, Polly Pocket

+44 (0) 1613 70888

Jumbo Games

Games, Puzzles

Fireman Sam, Thomas, Bob

+44 (0) 1707 289204

KD Group

Electronic Learning Aids

Fireman Sam

+44 (0) 1727 827194

Kennedy Publishing

Standalone Magazines, Compilation Magazines

Fireman Sam, Angelina Ballerina, Barney, Bob the Builder

+44 (0) 1179 373003

Kids Station

Consumer Electronics

Fisher Price

(305) 628 0900




Contact Number

Kidz Tech

Slot Racing, Musical Instuments

Thomas, Hot Wheels

Kinnerton Confectionery


Hot Wheels, Thomas

+44 (0) 2072 849573


Role Play

Barbie, Hot Wheels

+44 (0) 6345 40835




+44 (0) 1235 828288


Electronic Learning Aids

Barbie, Hot Wheels, Fireman Sam, Thomas

+44 (0) 1895 202840

Lesiure Trends



+44 (0) 2084 406341


Consumer Electronics

Barbie, Scrabble

+44 (0) 1622 631541


Educational Books


+44 (0) 2036 036554

Little Brown - Hachette


Monster High, Ever After High

+44 (0) 2079 1183939


Role Play Make-Up

Barbie, Monster High

+44 (0) 1256 374010


Hoisery, Underwear

Barbie, Fireman Sam

+44 (0) 1162 645860


RC Vehicles, Balls, Inflatables


+44 (0) 1614 398599


Online Greeting Cards

Barbie, Thomas

+44 (0) 2078 030307

Moose Mountain

Foot-2-Foot Ride Ons, Wagons, Activity Trays

Fisher Price

+44 (0) 1344 638900

MV Sports

Bikes, Trikes, Scooters, Ride-ons, Bike Accessories

Fireman Sam, Thomas, Bob

+44 (0) 1217 488000

Orchard Books


Rainbow Magic,

+44 (0) 2031 226000




+44 (0) 1273 230037


Sticker Albums

Barbie, Thomas

+44 (0) 1892 500100

Paper Projects


Barbie, Monster High, Fireman Sam, Thomas, Hotwheels

+44 (0) 1279 710730


Comic Books

Monster High

+1 646-559-4681



Bob the Builder, Barbie

+44 (0) 1225 478888

Paul Lamond Games

Games, Puzzles


+44 (0) 207 254 0100


Toys, Puzzles, Plush


+44 (0) 161 786 7467

Phidal Publishing


Barbie, Hot Wheels, Fireman Sam, Thomas

+44 (0) 7767621064

Phoenix International


Fireman Sam, Thomas, Bob

+44 (0) 2074 675060

Rainbow Designs



+44 (0)203 7572183


Games, Puzzles

Barbie, Thomas

+44 (0) 1869 363 833

Redan Publishing

Compilation Magazines

Barbie, Fireman Sam,

+44 (0) 1743 364433


Arts and Crafts

Barbie, Thomas, Hot Wheels

+44 (0) 1617 278182

Roy Lowe


Barbie, Monster High, Thomas

+44 (0) 1623 441144


Dress Up

Monster High, Ever After High, Fireman Sam, Bob

+44 (0) 1491 826500 +44 (0) 2476 518500


Consumer Electronics



Leisure Plush

Thomas, Bob, Fireman Sam, Barbie

+44 (0) 2083 918090

Signature Gifts

Persoanlized Books


44 (0) 1582 464802

Signature Publishing

Compilation Magazines

Fireman Sam, Mike the Knight, Bob the Builder

+44 (0) 1483 779500

Silver Cloud


Fisher Price

+44 (0) 1629 408802

Simba Smoby Toys UK Ltd.

Role Play


+44 (0) 1274 765030

Smart Trike


Fisher Price

+972 54 9575754

Smiffy's (RH Smith & Sons)


Barbie, Scrabble

+44 (0) 1472 619285

Smith & Brooks Ltd


Barbie, Fireman Sam

+44 (0) 8451 299262


Adult Nightwear


+44 (0) 2084 382500




+44 (0) 1480 222302

Step 2

Bedroom Furniture, Ride Ons

Hot Wheels, Thomas

+44 (0) 8448 80740


Home DĂŠcor


+44 (0) 1256 242822


Floor Mats

Hot Wheels

+416 746 3388


Pocket Money Toys



Arts and Crafts


+44 (0) 1271 336155

Toy State

RC Vehicles, Lights and Sounds

Hot Wheels

+ 44 (0) 2084 405060

Trademark Collections Ltd


Barbie, Fireman Sam, Thomas, Bob

+44 (0) 1799 599899


Electronic Learning Aids


+44 (0) 1295 768078

Vista Stationery (Infocado)



+44 (0) 8456 439 164

VMC Accessories



+44 (0) 1538 392500


Home DĂŠcor

Fireman Sam, Thomas

+44 (0) 2085 692001

West End Clothing



+44 (0) 2074 361739

Wild & Wolf



+44 (0) 1255 789909

William Lamb


Fireman Sam, Thomas, Bob

+44 (0) 1924 820282

Winning Moves

Card Games

Barbie, Hot Wheels, Thomas

+44 (0) 2072 989507

Worlds Apart

Home Furnishings


+44 (0) 208 876 4289

WW Group



+44 (0) 1132 905700




+44 (0) 1895 510048

Toyworld Mattel supplement October 2017