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October 2026

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THE WORLD OF MATTEL To open this year’s dedicated Mattel Supplement, Jessica Kelly, Senior Director of Consumer Products, EMEA, tells Toy World readers about the strength and breadth of Mattel’s iconic portfolio and how these brands continue to evolve with new audiences. Jessica Kelly recently stepped into leading Mattel EMEA CPX, where she’s placed a focus on building relationships with teams, partners and key stakeholders across EMEA, understanding what is working well and identifying where Mattel can have the greatest impact. In this time, what has impressed her most is the strength of Mattel’s brands and the passion, innovation and expertise of its team. “I’m excited to build on that foundation and bring our brands to life through our partners and our products to create the right experience for our fans,” she states. “In addition, as our strategy and operating model evolve, we can work more closely across teams, markets and partners to unlock new opportunities centered around the fan.”

Jessica Kelly, Senior Director of Consumer Products, EMEA

As Mattel continues to evolve and reach audiences in new ways, the business has become much more brand centric. Rather than starting with a product, category or single touchpoint, it starts with the brand – what it stands for, the stories it can tell and the role it can play in culture. The depth, cultural relevance and fan connection across Mattel’s portfolio allows it to think of its brands as universes.

Jessica explains: “We consider where each brand can live meaningfully across people’s lives, from consumer products and partnerships to publishing, experiences and other forms of storytelling. The opportunity differs by brand, so the question is not simply where can it show up, but where should it show up? The fan is always the starting point.” Mattel’s brands have highly engaged, multigenerational fan bases, and mean different things to different generations. Someone discovering Barbie or Hot Wheels today has a different relationship with the brand from someone who has loved it for decades – and both are incredibly valuable. The company uses consumer insights, social listening, cultural trends and feedback from its communities to understand those relationships and identify authentic opportunities. The sweet spot is fresh enough to surprise fans, but authentic enough that it could only come from that brand. Consumer Products play an increasingly important role in building Mattel’s franchises, as the strength and breadth of its portfolio create enormous opportunities to bring these brands into different parts of fans’ lives, including unexpected categories that can still feel unmistakably authentic. “We are focused on deeper, more impactful partnerships and high-value opportunities that are meaningful to both the brand and the fan. Regional expertise is equally important. It helps us understand what resonates locally and work with partners to bring global brands to life in locally relevant ways. “It always comes back to two questions: does it make sense for the brand, and does it give the fan something worth engaging with?” Beyond Consumer Products, experiences are increasingly important as they allow fans to step into a brand’s world. Through locationbased entertainment, Mattel can create immersive environments where fans share experiences and build lasting memories. It already has more than 1,300 experiences across 330 cities in 48 countries, spanning travelling exhibits, hospitality, live entertainment and permanent attractions. Recent examples include Barbie: The Dream Experience in Amsterdam and the You Can Be Any Barbie experience at Coachella. Mattel can now build on that scale with increasingly immersive experiences. Storytelling is also a strategic capability across consumer touchpoints, from publishing to digital gaming, film and television. Publishing can extend existing stories, create original narratives, deepen fan connections and reach new audiences. Examples range from the young adult story Barbie: Dreamscape to Samantha: The Next Chapter, which brings American Girl’s Samantha into adult fiction for the first time. The expanded Masters of the Universe publishing programme is another strong example, building the franchise’s mythology through new books and formats in support of the upcoming theatrical film. “There is so much opportunity ahead,” says Jessica. “When you start with strong brands and understand your fans, the possibilities extend far beyond any single product or category. We’ll continue to explore Consumer Products, experiences, publishing and new areas such as music in ways that feel authentic and meaningful to fans. That opportunity is grounded in an iconic portfolio with deep, multigenerational fan connections that continue to evolve and stay relevant in culture. “Our partners are essential to bringing these brands to life in new categories, markets and experiences, and we’re enormously grateful for what we’ve built together. With the strength of our brands and partnerships, we feel incredibly excited about the future.”

THE BARBIE EFFECT

Nathan Baynard, Vice President and Head of Barbie, Mattel, offers Toy World readers his perspective on how the Dolls category is evolving, the role Mattel’s iconic brands continue to play in culture and the opportunities this creates for licensing partners and retailers looking ahead to 2027. We’re also innovating around how different generations engage with Barbie, from premium Barbie Signature dolls to storytelling through gaming and experiential formats, while continuing to honour the brand’s DNA.

When it comes to Mattel’s Barbie Signature Dolls, how do you decide which people and historical figures to work with?

Nathan Baynard, Vice President and Head of Barbie, Mattel

How do you perceive the Dolls category is currently evolving and where is its place within the market at the moment? The Dolls category is always evolving. Mattel invented the Fashion Doll category with Barbie in 1959, and we’ve continued to evolve and reinvent it ever since. Today, that evolution is being shaped by consumers’ expectations for greater representation, personalisation and richer storytelling, alongside new ways for different generations to engage with doll brands. Beyond core doll play, engagement is expanding through collecting, content, gaming and experiences, making Dolls an important and highly dynamic category.

What are the key innovations Mattel is bringing to the category? Mattel is the leader in the Doll category. Within Barbie, we’re always looking for new ways to connect with consumers so they can tell their own stories through play. One recent example is Barbie You Create, named one of Time’s Best Inventions of 2025. It allows fans to mix and match fashion pieces with different body types. Separately, Barbie Fashionistas has introduced more than 175 looks over the past nine years, helping the line better reflect the world children see around them. We also launched a Barbie doll with type 1 diabetes in 2025, and an Autistic Barbie doll this past spring. The response from these communities and what this representation means to them has been extremely heartwarming and powerful.

Barbie is a cultural icon that both inspires and reflects culture, giving us an amazing opportunity to connect with a wide variety of partners. We consider the diversity of our partners and how they amplify different areas of interest, from pop culture and fashion to sports and entertainment. When we combine Barbie’s global platform with other inspiring and culturally relevant icons, we can connect our fandom with new audiences. The strongest collaborations go beyond bringing two recognisable names together: they translate what Barbie stands for, including optimism, selfexpression and possibility, authentically through the partner’s own story and expertise. That’s the secret ingredient to a successful collaboration.

What role do Mattel’s doll brands continue to play in the wider cultural field? Barbie has been a multigenerational icon for over 65 years, and the brand is at its best when it stays connected with culture. We constantly listen and consider how Barbie can contribute meaningfully to relevant cultural moments, partnerships and themes. This year, we activated at Coachella for the first time, connecting music, fashion and beauty with fans and making Barbie the No.1 trending brand on social media during the festival. We’ve also worked with Edikted, Gestuz and Franck Muller across fashion and accessories, and with Dunkin’ in food and beverage. In publishing, we recently launched Barbie: Dreamscape, our first original young adult novel, taking Barbie storytelling into a new format and reaching a new audience. These partnerships demonstrate Barbie’s versatility for licensing partners. Its recognisable brand world can be interpreted through different category and consumer lenses, allowing partners to bring their own expertise while creating something unmistakably Barbie. These touchpoints help the brand remain relevant to existing fans while reaching new audiences in the spaces they care about.

What else is in the pipeline to bring Barbie to life through live and experiential activations? We have exciting things coming through the rest of 2026. This year marks the 25th anniversary of Barbie in the Nutcracker, a major year-long initiative coming to life through products, new animated content, live events and partnerships, as well as new ways to stream the original. Experiences such as Barbie: The Dream Experience also show how we can create immersive environments where fans can step into the Barbie world. These experiences connect live engagement with products, content and broader brand storytelling, creating additional touchpoints for partners and retailers. As we head into 2027, we’ll continue connecting Barbie with relevant cultural moments and creating opportunities for partners to develop products and experiences that allow fans to express and celebrate their fandom.

What opportunities does this create for licensing partners and retailers as we look towards 2027? Barbie has 99% global brand awareness and a presence in more than 50 categories, spanning play, fashion, content, publishing, gaming and social experiences. This gives partners a highly recognisable creative platform that can connect with different audiences and be interpreted through their own category and consumer lens. The Barbie movie demonstrated what can happen when storytelling, product, partnerships and retail come together around a shared cultural moment, providing a strong blueprint for future collaboration. For 2027, there is significant creative opportunity to take Barbie into different categories and occasions. Partners can create something fresh while remaining unmistakably Barbie. The strongest collaborations go beyond putting Barbie pink on a product; they translate the brand’s purpose, identity and storytelling authentically into the partner’s world. Barbie also serves a broad audience, from children discovering the brand for the first time to adults engaging through fashion, design, nostalgia and collecting. For partners and retailers, that creates scope to develop differentiated products and experiences, create new moments of discovery and bring Barbie into more areas of fans’ lives.

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BARBIE | THE POWER OF THE BRAND

Mattel is the leader in the Fashion Doll category, having invented the category with Barbie back in 1959. It continues to lead and re-invent what a doll looks like and who it is for. Mattel outperformed the industry and gained 50 basis points of market share in the Dolls category in 2025, was the No.1 toy company globally in the Dolls category and Barbie was the No.1 Doll property globally, per Circana.

BARBIE IS EVERYWHERE

Barbie at a Glance

Barbie is the No.1 doll brand on YouTube – its global channels have a combined 25m+ global subscribers and 600m hours watched. Across social media, @ Barbie on TikTok has 2.4m followers, @Barbie on Instagram has 3.5m followers and @Barbiestyle channel currently has over 2.6m followers, making Barbie a global influencer with focus on lifestyle, fashion, beauty and more.

• The Barbie brand has 99% global brand awareness

• Sold in 150 countries, with more than 100 Barbie dolls sold every minute

• More than 250 careers, including over 30 STEM careers • More than 100 Barbie Role Models honoured over the past five years

• More than 175 looks introduced across the Barbie Fashionistas line

Barbie is also across multiple digital gaming platforms including Barbie DreamHouse Tycoon on Roblox and Barbie DreamHouse Adventures in its eighth year on the App Store, which has 4.5m+ monthly active users and has won several accolades. Barbie continues to expand gaming with Barbie Rewind, a brandnew video game that intertwines a new Barbie DreamHouse design game with 16 classic Barbie games from the Y2K era. It is available digitally on Nintendo Switch 1 and 2, PlayStation 4 and 5, Xbox Series X|S and on Steam for PC. Barbie is on Netflix with content that inspires endless storytelling from animation to original music to engage fans of all ages, including Barbie Mysteries Season 2 and Barbie & Teresa Recipe for Friendship. Barbie is also celebrating 25 years of Barbie in the Nutcracker. In 2026, this will be a year-long tentpole for the brand, leaning into engaging product, new animated content streaming on Netflix and the return of the original 2001 Barbie in the Nutcracker that kicked off Barbie’s long-form content legacy.

Lisciani is a Worldwide Educational Company with deep educational roots, originally founded by pedagogist Giuseppe Lisciani as a publishing house dedicated to child development and well-being. For over 30 years, it has created award-winning educational toys designed to nurture learning through play. Today, Lisciani is expanding its mission, bringing its unique approach to fun and wellness beyond childhood, with new experiences for the whole family and meaningful products for all ages.

For further information, please contact Mr. JEREMY ROBINSON Country Manager UK Ph: +44 (0) 7772 482255 email: jeremyrobinson@liscianigiochi.it

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BARBIE | WHO CAN SHE BE NEXT? INSPIRING LIMITLESS POTENTIAL Through inclusive dolls and bringing together real-world trailblazers, established cultural icons and emerging voices, Barbie broadens representation, celebrates achievement and inspires generations to imagine new possibilities.

REIMAGINING TRAILBLAZERS

For International Women’s Day, Barbie introduced a Dream Team of global female role models, bringing together women across sport, science, entertainment and entrepreneurship. The line-up combined globally recognised names with locally relevant changemakers, allowing Barbie’s message of limitless potential to be expressed through voices that resonate in different cultures and communities.

Barbie and Reebok extended the launch into an immersive fan experience by bringing The Angel Reese Dream Closet to life at Togethxr House during All-Star Weekend in Chicago. The activation invited visitors to step into Reese’s world, pose inside a lifesize Barbie box and discover the new doll and matching Reebok shoes up close. Angel also worked closely with Barbie on a limited-edition apparel capsule featuring a custom jersey, Barbie x Angel-inspired T-shirts and headwear. By connecting collectible product, performance footwear, apparel and live experience through one creative platform, the collaboration shows how an athlete-led partnership can extend across categories while remaining rooted in an authentic personal story.

Serena Williams (United States): Tennis Legend with 23 Grand Slam singles titles, entrepreneur and global icon.

Chloe Kelly (United Kingdom): Professional footballer and a defining face of modern women’s football

ICONIC, BY DESIGN: BARBIE SIGNATURE SERIES The Barbie Signature Series partners with world-famous designers, musicians, brands, athletes and cultural pioneers, translating their distinctive stories and creative legacies into collectible design. Recent additions to the series include Grammy-winning singer, songwriter and actress Miley Cyrus, an artist and advocate for self-expression. The Barbie Signature Miley Cyrus Doll is inspired by the Golden Burning Sun music video, recreating Miley’s look with a fauxleather twopiece outfit, hooded jacket, black pumps and microphone.

The Whitney Houston Barbie Signature Doll honours the recordbreaking career and timeless music of the artist known as ‘The Voice’. The doll recreates Whitney’s unforgettable look from the I Wanna Dance with Somebody (Who Loves Me) music video, wearing a purple tank dress, colourful drop earrings and vibrant eye makeup.

BARBIE | THE ‘IT GIRL’ EFFECT Timeless and timely, Barbie turns cultural relevance into creative opportunities for partners. Across more than 50 licensing categories, its visual identity can be reinterpreted through different design languages, price points and markets while remaining unmistakably Barbie.

BARBIE MAKES A STATEMENT Barbie by Edikted For Barbie by Edikted, Barbie took on the role of creative director for the first time. The firstof-its-kind collaboration comprises 71 ready-to-wear pieces and accessories, including sunglasses, bags and jewellery, designed through a distinctly Gen Z lens. By placing Barbie inside the creative process, the partnership offered fans a new way to engage with her point of view and showed how a familiar brand can take on a fresh role within a partner’s own world.

Barbie x Gestuz Danish fashion brand Gestuz opened the Barbie archives to create a 14-piece capsule inspired by five icons from the 1980s: Western, Sporty, Rock ’n Roll, Fashion and Day to Night Barbie. Original details – from stitching inspired by Ken’s western boots to belt charms and vintage branding – were reworked across leather, denim and modern Scandinavian silhouettes. The collection moved beyond the expected Barbie palette with deep red, bordeaux and champagne, demonstrating how a partner can remain faithful to recognisable brand codes while translating them through its own design identity.

Franck Muller x Barbie At the luxury end of the spectrum, the Vanguard Barbie marked Franck Muller’s first official Barbie collaboration. The watch reinterpreted the vibrant codes of Barbie’s world through the brand’s distinctive Vanguard silhouette, bringing playfulness and precision together in a piece of haute horlogerie

BARBIE HAS RANGE Barbie opens a new chapter in publishing Barbie: Dreamscape, written by No.1 New York Times best-selling author Alex Aster, is the first original Barbie young-adult novel. Released across 237 countries and territories in August 2026, the fantasy adventure follows a teenage Barbie whose carefully planned future changes when she is declared ‘Fateless’ at her enchanted school’s graduation. This milestone is followed by a collaboration with fashion illustrator Megan Hess on gift books for adults and children, supported by a Leo Lin fashion collaboration. Together, the projects expand Barbie storytelling across audiences and categories.

Dunkin’ x Barbie turns summer pink Dunkin’ and Barbie created a complete food-and-beverage moment through a limited-time summer collaboration built around colour, flavour and playful self-expression. Barbie Pink Strawberry Cold Foam gave drinks including Strawberry Cloud Matcha and Strawberries & Creme Cloud Dunkalatte an unmistakable pink finish, translating Barbie’s visual world into an accessible everyday treat.

Barbie and Rightmove partner to help Barbie find a new DreamHouse Barbie partnered with the UK’s largest property platform, Rightmove, to list her new DreamHouse as a real property for the first time. Building on the DreamHouse’s history as a symbol of independence since 1962, the collaboration explored how younger generations are redefining homeownership. The partnership extended into a public pop-up in London’s Covent Garden, where visitors could explore the new 2026 Barbie DreamHouse and more than 60 years of its design history.

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BARBIE | STEP INTO THE WORLD OF BARBIE From cultural events to large-scale destinations, Barbie transforms stories, settings and design history into physical experiences for fans of all ages. These formats create opportunities for event, retail, hospitality and live-entertainment partners while giving children, families and adult fans new ways to enter the brand’s world.

BARBIE BROUGHT ‘YOU CAN BE ANYTHING’ TO COACHELLA Barbie made a bold statement at Coachella, bringing her iconic ‘You Can Be Anything’ philosophy to one of the world’s most influential celebrations of creativity, music and selfexpression. Reimagining the brand for a new generation, Barbie invited festivalgoers into a vibrant experience that championed individuality, authenticity and limitless possibility. At the heart of the activation was an immersive branded world celebrating Barbie’s many personas. Guests could create a custom charm inspired by their own Barbie identity, capture portraits designed for physical and social sharing and explore official Barbie x Coachella merchandise. Fashion tastemaker Olandria Carthen helped bring the concept to life during the festival’s first weekend.

BARBIE: THE DREAM EXPERIENCE Barbie continued to captivate audiences through Barbie: The Dream Experience, a 2,000-square-meter immersive attraction in Amsterdam that transforms more than 65 years of brand history into a real-world journey. Developed with Wondr Experience, the destination invites fans through 12 interactive environments featuring life-size recreations of iconic playsets, vehicles and the Barbie DreamHouse. The chronological experience moves from Astronaut Barbie and 1970s Malibu Barbie to a Totally Hair-inspired salon, combining nostalgia with visually rich moments for a multigenerational audience.

MATTEL DOLLS | DISTINCTIVE WORLDS, GROWING FANDOMS From Monster High’s rebellious self-expression to Polly Pocket’s playful nostalgia, Mattel’s doll brands are translating their distinctive identities into music, fashion, luxury and entertainment. Each franchise offers partners a clearly defined world and fan community, and a different route to creative growth.

MONSTER HIGH FRIGHTFULLY FIERCE

POLLY POCKET SMALL SCALE, BIG STYLE

Monster High’s message of embracing what makes each person unique gives the franchise a natural place in music and fashion. Global girl group Katseye brought a contemporary sound and style to the brand through a new version of the iconic Fright Song, connecting Monster High’s themes of confidence and individuality with the group’s international fanbase. In fashion, Estonian streetwear collective Racer Worldwide translated the world of characters such as Frankie Stein into jackets and hoodies for a styledriven audience. The collaboration brought together two communities rooted in bold creative identity and self-expression. Monster High x Koi extended the brand into footwear. Rooted in individuality and inclusivity, the collection showed how Monster High’s gothic visual language can move beyond toys while remaining true to the attitude that defines the franchise.

Polly Pocket’s miniature world is proving equally adaptable. A collaboration with Bershka tapped into Y2K nostalgia through pastel colour, retro silhouettes, miniature-inspired graphics and charming details. The range brought the spirit of the early 2000s into contemporary fashion, appealing to nostalgic fans while introducing the brand to a new generation. At the other end of the market, jewellery designer Nadine Ghosn transformed Polly Pocket’s tiny details into a finejewelry collectible. Together, the collaborations demonstrate how the same recognisable brand codes can move from accessible fashion to luxury craftsmanship.

MATTEL ANNOUNCES EMEA CONSUMER PRODUCTS LEADERSHIP TEAM WITH NEW CATEGORY-LED STRUCTURE The new EMEA leadership structure will give licensees, retailers and commercial partners greater category expertise and a more consistent approach across the region. Mattel has introduced a new category-led structure for its Consumer Products business across EMEA, following the appointment of Jessica Kelly as Senior Director of Consumer Products, EMEA. Designed to deepen specialist expertise and strengthen collaboration with licensing, retail and commercial partners, the model will help Mattel identify and act on new growth opportunities across the region. The business will be organized around five key pillars: Softlines; Hardlines; Food, Health & Beauty and Quick Service Restaurants; PEM; and Retail Franchise Activation. The newly appointed Consumer Products EMEA leads are:

• André Moreira has been appointed Director, Softlines. André joined Mattel in 2019 and most recently served as Senior Manager of Consumer Products for Benelux & Nordics and Softlines Lead, EMEA, overseeing the licensed business across six markets and the regional Softlines portfolio.

• Natalie Berling-Noé has been appointed Lead, Hardlines. With more than seven years of experience at Mattel across different stages of her career, she brings extensive expertise in brand marketing, trade and customer marketing, and licensing, alongside previous leadership roles in the toy and entertainment industry.

• Kasia Gruszka-Mierzwa has been appointed Lead of Food, Health & Beauty and Quick Service Restaurants. With 20 years of experience at Mattel across local and regional roles, Kasia most recently led Consumer Products Licensing across Poland, the Czech Republic, Slovakia and Hungary.

• Isidora Tassopoulou has been appointed Director, PEM. During her 25 years at Mattel across Marketing and Consumer Products, Isidora has held regional leadership roles spanning Softlines, Hardlines and Food/FMCG, with extensive experience in licensing, market development and strategic partnerships across EMEA.

• Caroline Daget has been appointed Lead, Retail Franchise Activation. She most recently led Licensing for Mattel France, following senior licensing and partnership roles at the Paris 2024 Olympic and Paralympic Games Organising Committee and Warner Bros. Discovery.

• Mara Verze has been appointed Lead, Direct-to-Retail (DTR). She joined Mattel in 2024 to lead the UK and Ireland licensed products business and strategic brand partnerships, bringing more than 15 years of international experience across multi-category licensing and fashion retail.

• Eleonora Schiavoni has been appointed Lead, Apparel. With over 25 years of experience across licensing, consumer products, fashion, retail and brand partnerships, she most recently led Mattel’s Consumer Products business across Italy and Iberia. The new Consumer Products leadership team will provide licensees, retailers and commercial partners with more specialised category leadership and a more consistent approach across EMEA, supporting closer collaboration and helping to identify and act on new growth opportunities. The leaders will also represent Consumer Products within their respective markets, helping to ensure the business remains closely connected to the local consumer dynamics, partner needs and commercial opportunities. Jessica Kelly, Senior Director of Consumer Products at EMEA said: “Consumer Products plays an important role in bringing Mattel’s brands and franchises into fans’ everyday lives through new products and experiences. By combining deeper category expertise with strong local market knowledge, this new structure and talented group of people will enable us to collaborate more closely with our partners, respond to emerging consumer and cultural opportunities, and create more relevant ways for fans to engage with the brands they love.

THE CHALLENGER SPIRIT Ted Wu, Global Head of Vehicles at Mattel, discusses Challenge Accepted, the new global Hot Wheels platform that launched in August, and how the category-leading brand continues to grow as a global franchise. strong audience of both kids and collectors, and we think this is the right moment to unveil this platform.

Challenge Accepted is bringing together three globally recognised figures who each embody the Hot Wheels challenger spirit: Maluma, Supercar Blondie and Robert Lewandowski. What made Mattel want to work with them? We’re so excited to work with these legends to help us launch this platform. It is a testament to how far-reaching our fandom is. Maluma is a star in the music industry; Robert Lewandowski is a famous football player; and Supercar Blondie is the world’s largest automotive influencer.

Ted Wu, Global Head of Vehicles at Mattel

What was the insight behind Challenge Accepted and why is now the right time for Hot Wheels to launch this global brand platform? Hot Wheels has always been born out of the idea of the challenger spirit. The brand was founded by Elliot Handler in 1968; when he sought to create a new toy, one of the things he wanted to do was create a toy vehicle. Other toy cars at the time were more like everyday vehicles, so, from a design standpoint, they weren’t the most inspiring, and from a performance standpoint, they didn't roll very well either. Elliot challenged convention; he challenged design and performance, with an ethos of the challenger spirit that has been with Hot Wheels since its inception. Challenge Accepted is a natural expression of the brand. The challenger spirit is inherently built into Hot Wheels play, and Challenge Accepted is meaningful to us in terms of how it fits the brand. Hot Wheels has achieved eight consecutive years of global growth, and we believe this momentum makes it the right moment to introduce the platform. We've always had a

We're making a fun original series of content together, where they share their own stories and how they've overcome challenges within their industry. They are all great representatives of the brand and what we love, showcasing how relevant Hot Wheels is. Having people in these different spaces – Maluma in music, Robert in sports and Supercar Blondie in automotive – shows that you don’t have to be a gearhead to understand Hot Wheels. It is ubiquitous across all these different walks of life.

Tell us about the launch event that took place on 27th August. The launch event took place in Los Angeles to help us kick off the campaign. We designed three limited-edition 1:64-scale Hot Wheels die-cast vehicles with Robert, Maluma and Supercar Blondie, each inspired by their individual stories, and we’re excited to unveil them for fans and collectors at the event. It was a fun event packed with different activities and stations. We unveiled some key news for the next few months, and we rolled out the stories of each one of these legends.

Hot Wheels has achieved eight consecutive years of global growth. What do you see as the biggest drivers of this momentum? It has been a phenomenal run for Hot Wheels, and we intend to keep it going across many more

years of growth. We are coming up on our 60th anniversary in 2028, so to see the brand perform at this level while having such a rich heritage has been phenomenal. One of the big things has been our ability to be on the leading edge of culture. Helping drive culture has always been inherent to Hot Wheels. It is a brand that pushes the boundaries of convention. We are on the forefront of culture with our car designs and performance, but it's also how we approach the brand with authenticity. Hot Wheels fandom spans generations, and I think that's because of the authenticity and care that we've put into the brand. At a tangible level, we have a team of designers that make the die-cast cars and each one is a true, authentic car enthusiast. We have people who have come from the actual automotive industry, whose day job was designing real, full-size cars, and now they're designing 1:64-scale die-cast vehicles. It’s the care that they put into those cars that has helped the brand to resonate across age groups. This underpins our longevity. We care about what we do, and we want to be authentic, and I think that shines through.

Looking at the broader Vehicles portfolio, how are Mattel’s other brands faring? Within the world of the Vehicles portfolio for Mattel, there are brands like Matchbox and Thomas & Friends. We're very excited about Thomas & Friends as we have a new relaunch happening this autumn with a new content special and series. Thomas & Friends has over 80 years of heritage, which is amazing to see. Matchbox is a brand that we absolutely love for real world car design and adventure. Matchbox: The Movie is coming out this year starring John Cena, Jessica Biel and an amazing cast, and it'll be out on Apple TV on 9th October. While Hot Wheels has been all about fast cars and performance, Matchbox has been more about real world storytelling and exploration. This movie is going to showcase how exciting that can be and is a fun launchpad for the brand. Alongside the film, we have some great stuff in store for kids and fans alike, in terms of the toy line.

Robert Lewandowski, Maluma and Supercar Blondie

MATTEL NAMES HOT WHEELS CLASS OF LEGENDS IN NEW CHALLENGE ACCEPTED CAMPAIGN The first-ever Hot Wheels Class of Legends includes global icons Maluma, Supercar Blondie and Robert Lewandowski. Hot Wheels has announced Challenge Accepted, a global campaign championing the challenger spirit and the mindset that drives people to take risks, defy expectations and chase their passions. Throughout September, Hot Wheels spotlighted those who turn obstacles into opportunities and prove that the road to becoming legendary begins with the willingness to take on the next challenge. At the centre of the campaign were three global icons who have forged their own paths to success: global music superstar Maluma, the largest automotive content creator in the world and entrepreneur Supercar Blondie, and football champion Robert Lewandowski. Together, they form the first-ever Hot Wheels Class of Legends, bringing three distinct stories of ambition and perseverance all while showing what it means to accept the challenge. To commemorate, Hot Wheels has also revealed the first Global Legends Collection of die-cast cars to bring their stories to life. Each Legend has collaborated with Hot Wheels to co-design a collector-worthy die-cast car inspired by their personal experiences, automotive passion and challenger spirit. The result is the 2026 Global Legends Collection, the first Hot Wheels collection of its kind, featuring three vehicles that bring each legend’s story to 1:64 scale. Maluma’s Toyota Land Cruiser FJ60 channels his Colombian roots and adventurous spirit; Supercar Blondie’s Lamborghini Huracán LP 6104, “Lucy”, immortalises her first supercar; and Robert Lewandowski’s ’97 Porsche 911 GT1 reflects the precision, performance and relentless pursuit of excellence that have defined his career. Throughout September, fans went deeper into the stories behind the Class of Legends through the Hot Wheels Challenge Accepted: Legends series across Hot Wheels social channels. The three-part content series featured episodes with each Legend called Hot Wheels Challenge Accepted: Design Studio, Speed Round, What Drives Me, giving fans an inside look at each Legend’s path to success, personal connection to car culture and the defining challenges that shaped their careers. To inspire the next generation with the challenger spirit, Hot Wheels is proud to donate $100,000 to El Arte de los Sueños. Founded in Colombia by Maluma and his sister, the organisation uses the arts to help vulnerable youth overcome difficult environments. This contribution directly funds programmes in singing, music production, dance and composition, alongside vital psychological support to help teenagers navigate life’s challenges. Lastly, as part of the Challenge Accepted brand platform, Hot Wheels worked with Dr. Becky Kennedy, clinical psychologist and parenting expert, on a special series of her podcast, Good Inside with Dr. Becky. Debuting in September, each episode featured an exclusive guest to talk about how early play experiences have shaped their Challenger spirit. The 2026 Hot Wheels Global Legends Collection cars are available exclusively on mattelcreations.com for £28 each.

THE POWER OF THE HOT WHEELS BRAND For nearly 60 years, Hot Wheels has been inspiring generations of fans with its challenger spirit, legendary design and highperformance play. More than 10 billion Hot Wheels die-cast cars have been produced since 1968, making it the No.1 selling toy in the world and the global leader in toy vehicles. Today, Hot Wheels has evolved far beyond the toy aisle into a global entertainment and lifestyle franchise. From innovative products and premium collaborations to live experiences, digital content and licensing partnerships, the brand continues to fuel a passion for cars, creativity and competition across generations.

HOT WHEELS LEGENDS TOUR | FANS TAKE THE WHEEL As children who grew up with Hot Wheels become automotive enthusiasts, collectors and custom car builders, the Hot Wheels Legends Tour brings their relationship with the brand full circle. Launched in 2018, the international custom car competition gives everyday builders the opportunity to have their full-size creation reimagined as an official 1:64-scale Hot Wheels die-cast sold around the world. Now reaching more than 19 countries, the Hot Wheels Legends Tour celebrates the creativity, craftsmanship and passion at the heart of global car culture. Entries are judged by Hot Wheels designers, automotive experts and cultural figures against three defining criteria: authenticity, reflecting the unmistakable spirit of Hot Wheels; creativity, bringing something original to automotive design; and garage spirit, demonstrating the determination, ingenuity and hands-on passion behind the build. The Hot Wheels Legends Tour continues to grow as a global platform for automotive creativity and fan participation. In 2025, it reached 16 countries through 25 global stops across five continents. Following seven years of growth, the programme has welcomed more than eight million attendees to date, demonstrating its ability to connect local car communities with millions of Hot Wheels and automotive fans worldwide. The Hot Wheels Legends Tour gives fans an active role in shaping the Hot Wheels world. It connects local automotive communities to a global platform while demonstrating how the brand can transform grassroots creativity and personal passion into product, storytelling and cultural relevance.

FROM PLAY TO CULTURE Beyond automotive culture, Hot Wheels continues to translate its challenger spirit into immersive experiences and fashion collaborations, creating new ways for fans to engage with the brand

Hot Wheels at a Glance

• Hot Wheels is the No.1 selling toy in the world, powered by a legacy of bold design and high-performance play. • Over 10 billion Hot Wheels have been produced since 1968 • Over 780 million Hot Wheels are produced per year •

3 billion Wheels are produced per year

• Hot Wheels manufactures eight times more cars than every global automaker combined in a year • Lined up bumper-to-bumper, all Hot Wheels ever made could circle the earth over 19 times • Hot Wheels beats the world’s entire annual auto production (≈94m cars/year) in just six weeks • There are over 180 new car designs introduced each year, and 25,000 different variations of Hot Wheels cars exist today. • Hot Wheels partners with nearly every auto manufacturer in the world • The largest Hot Wheels collection that we know of is owned by collector Bruce Pascal and worth over an estimated $1m. • The most expensive Hot Wheels ever sold was the Beach Bomb for $72,000, which is a part of Bruce’s collection.

MATCHBOX | FROM DIE-CAST PLAY TO THE BIG SCREEN Matchbox inspires children and collectors alike with authentic, detailed vehicles that encourage imagination and real-world storytelling. Rooted in realism and exploration, the brand is now entering a new chapter as it expands from die-cast play into feature-film entertainment.

• The Matchbox Movie: Releasing 9th October 2026 on Apple TV, the movie stars John Cena and Jessica Biel and is directed by Sam Hargrave. The action-packed, globetrotting adventure centers on a group of childhood friends who must work together to stop an impending worldwide disaster and rediscover their friendship along the way. • The film represents an opportunity to reconnect with generations who grew up with Matchbox while introducing its distinctive world of vehicles, adventure and exploration to new audiences through global entertainment. • Brought to life by Skydance, Apple Original Films and Mattel Studios, the movie will also extend into retail, with film-inspired products available now globally wherever Matchbox cars are sold.

UNO | ONE GAME, INFINITE WAYS TO PLAY

Built around universal gameplay that transcends language and culture, Uno has secured its status as a cultural mainstay for more than five decades. Its strength lies in remaining instantly familiar while continually reinventing the experience through new rules, fandoms, formats and cultural connections.

UNO DEALS ITSELF INTO CULTURE Uno has secured its place as a cultural mainstay, extending beyond the game table into celebrity gatherings, social feeds and some of the world’s most visible fashion and entertainment moments. Its universally understood gameplay and unpredictable competitive energy make it a natural catalyst for connection, giving artists, athletes, creators and communities a reason to gather, compete and share the experience. Through authentic partnerships, live activations and timely campaigns, Uno turns cultural relevance into active participation. At The Fashion Awards in London, Uno brought an unexpected playful energy to an evening traditionally defined by fashion and artistry. Guests from across fashion, music and culture encountered the brand throughout the experience, beginning with Uno gameplay, themed drinks and personalised illustrated cards. The experience continued through Unobranded transport, personalised deck holders incorporated into blue-carpet looks and a final gameplay showdown in the Uno Grand Tier Box at the Royal Albert Hall. UNO continues to expand beyond the tabletop through immersive real-world experiences that bring people together through play. The global rollout of UNO Social Clubs has transformed everyday venues across 14 cities into welcoming spaces where fans can meet, play and connect as a community. In the US, a partnership with Vrbo extended that same social energy into travel and hospitality, transforming six vacation rentals into UNO-themed game-night getaways featuring themed décor, custom decks, welcome kits and dedicated gameplay experiences. Together, the initiatives demonstrate how UNO can turn different settings into memorable shared-play experiences while remaining rooted in the simple, universal joy of the game.

Uno at a Glance

• Mattel continues to innovate the Uno brand and category offering fans 70+ variations of the game

• Uno has secured its status as a cultural mainstay – not only at the game table, but into social feeds, viral memes, celebrity parties and everyday excursions with friends and family.

• At the heart of Uno is a simple truth: play brings people together. With universal gameplay that transcends language and culture, Uno has always united players of all ages.

• While the brand’s core remains dedicated to bringing people together, innovation and activations have allowed Uno to meet fans where they are through bold new game extensions, digital experiences and immersive cultural moments.

In Japan, Uno partnered with Koji Mukai, artist, entertainer and member of the nine-member group Snow Man, to introduce Liar’s Uno and Uno Show ’Em No Mercy. Koji brought the games’ unexpected twists and competitive energy to life through expressive reactions, sparking conversations among fans about family game nights, favourite house rules and long-running Uno rivalries. Together, these moments show how Uno can move naturally between live experiences and timely cultural conversations, turning brand visibility into active participation.

THE UNO DECK AS A CREATIVE CANVAS Uno’s instantly recognisable colours, symbols and graphic language have become a creative canvas, giving designers, artists and cultural partners the freedom to reinterpret the game through their own distinctive lens. Collections such as Uno Canvas build on this versatility, transforming a familiar game into a collectible expression of art, music, fashion and fandom while retaining the visual identity that makes Uno unmistakable. That creative potential has found a natural home in fashion. A limited-edition collaboration with Miu Miu reimagined the Uno deck alongside a leather case. Launch events at Miu Miu’s London and Milan flagships turned the collaboration into a social experience, with Uno tournaments played on custom tables, themed cocktails and boutique lighting that changed to reflect the winning cards. Music offers another canvas for reinvention. Longtime Uno fan Billie Eilish became the first celebrity to design an Uno Canvas deck, combining her signature streetwear aesthetic, Blohsh logo and bold green palette with Uno’s classic design. The result is both playable and collectible, giving fans a new way to connect with the artist through a product they already know. Uno’s visual identity can also travel beyond the deck. In Dubai, contemporary streetwear brand B-Hype Society translated Uno’s iconic colours and symbols into a limited-edition fashion collection featuring oversized silhouettes, bold graphics and vibrant palettes.

MASTERS OF THE UNIVERSE | A NEW ERA IN ETERNIA Following the global theatrical release of the liveaction film in June 2026, Masters of the Universe is carrying its momentum across streaming, animation, gaming, publishing and products. Building on more than four decades of fandom, the franchise is opening new routes into Eternia for younger audiences and entertainment fans while continuing to engage nostalgic collectors. Starring Nicholas Galitzine as He-Man, Camila Mendes as Teela and Idris Elba as Man-At-Arms, the film introduced the world of Eternia to a new generation through a premium cinematic experience. Its subsequent arrival on Prime Video, where it reached the No.1 position, extended that reach beyond cinemas. The franchise is also expanding through animation with Masters of the Universe: Tales from Eternia, a new 2D series available on the Mattel Adventures YouTube channel. Gaming is creating further ways for fans to enter the world of Eternia. Skeletor: Until Next Time brings one of the franchise’s most iconic villains to iOS and Android, while Masters of the Universe: Legends Unite extends the brand to Amazon Luna. The upcoming Masters of the Universe: Dragon Pearl of Destruction will continue that expansion across PC and console gaming. A broad publishing programme is expanding the franchise through new stories and formats, including a middle-grade title launching in Great Britain in September. Alongside this, the film-inspired global product line gives different generations new ways to experience the world of Eternia, spanning children’s play, nostalgic formats and premium collectibles. For long time collectors, detailed, film-inspired designs bring iconic heroes and villains to life with a modern cinematic sensibility, while the broader range reflects the depth of Masters of the Universe fandom and its enduring appeal across generations.

Lisciani

+39 0861 2311 | www.liscianigiochi.com jeremyrobinson@liscianigiochi.it As a long-term Mattel licensee, Lisciani is proud to be part of the Barbie franchise, an evergreen brand that transcends generations with vision and style. For 2027, Lisciani celebrates Barbie’s ability to continuously evolve by introducing a collection that combines technology, creativity and self-expression. Designed for today’s children, these new products encourage them to capture their own stories, explore their imagination and create unique accessories inspired by Barbie’s iconic world. The new Barbie Hi-Tech collection reflects the way children today capture, share and experience the world around them. More than simple devices, these products become tools for storytelling, allowing children to transform everyday moments into personal adventures. The new Barbie Mini Cam is a compact digital camera with a trendy keychain design: children can capture their favourite memories wherever they go, adding a touch of Barbie style to their backpacks and daily experiences. The Barbie Video Walkie Talkie combines communication and fun, allowing children to stay connected through audio and video features without requiring an internet connection, with a range of up to 300 metres. For little explorers, the new Barbie Waterproof Cam is designed to capture every special moment, both in and out of the water. Featuring a compact, portable design, it allows children to capture photos and videos of their adventures and create their own memories with Barbie’s unmistakable style. Alongside technology, creativity remains at the heart of the Barbie experience. The new Barbie Creative Games collection encourages children to design, personalise and express their individual style. Barbie My Creative Accessories transforms creativity into wearable creations, combining the excitement of discovery with the pleasure of making something unique. Through a fun blind box experience, children can create trendy jewellery and accessories featuring Shrink Art creations, colourful beads and personalised details. With Barbie Disco Studio, children can create their own glamorous keychains and bag charms, exploring colours, textures and decorative techniques inspired by Barbie’s iconic aesthetic. Through this new collection, Lisciani continues to celebrate Barbie’s values of creativity, confidence and self-expression to life, offering children new ways to dream, create and share their own unique stories.

MV Sports

0121 748 8000 | info@mvsports.com sales@mvsports.com MV Sports shifts outdoor play into top gear with an action-packed Hot Wheels collection featuring ride-ons, bikes, scooters and coordinating safety equipment. For generations, Hot Wheels has inspired children to race, perform stunts and create their own high-speed adventures. MV Sports is bringing that unmistakable energy to the outdoor category with a striking collection that combines iconic flame graphics, exciting interactive features and products designed to build confidence on wheels. Leading the line-up is the Hot Wheels Monster Truck 6V Ride-On, a first vehicle created especially for younger drivers. Its bold blue and red colour scheme, flame decals, Race Ace graphics and rugged styling deliver instant Hot Wheels appeal. Simple foot pedal acceleration allows little drivers to cruise independently at a safe top speed of 3km/h, while a 4x4 horn, working LED headlights and realistic truck engine sounds bring every imaginary race to life. The fun continues even after the driving stops. In an exciting combination of wheeled toy and playset, the ride-on’s seat unfolds to reveal an integrated Hot Wheels garage complete with a car track, working lift and gas station for die-cast vehicles. Mini cars are sold separately, creating a valuable link between active and imaginative play while giving the product an engaging point of difference. For older riders, the Hot Wheels Revver Inline Scooter combines classic flame graphics with an interactive twist. A noise making handlebar revver produces thrilling sounds with a simple twist, letting children add authentic racing energy to every journey. Multicoloured, motion activated light up wheels create additional wow factor, while the strong steel frame and puncture proof tyres offer lasting durability. Soft touch handlebar grips, a responsive rear footbrake and a stable inline design help riders cruise with confidence. Suitable for children aged five years and over, the scooter is also presented in a colourful gift box. The excitement continues with the Hot Wheels 12-inch Bike with Revver. Created for children aged three years and over, the bike features a vibrant blue frame, flame graphics, a shaped front plaque and an integrated handlebar revver that lets young riders add engine sounds to every adventure. A robust steel frame and puncture proof EVA tyres provide durability, while deep tread wheels support a smooth and stable ride. Front and rear calliper brakes allow for responsive stopping, with a fully enclosed printed chainguard offering additional protection. Removable stabilisers help new cyclists build confidence before progressing to independent riding, while adjustable saddle and handlebar heights allow the bike to adapt as its rider grows. Soft moulded grips provide comfort for little hands throughout every race, ride and outdoor adventure. Completing the collection, the coordinating Hot Wheels Safety Helmet allows young racers to carry the brand’s distinctive style across their entire riding set up. Paired with the ride-on, balance bike, scooter or pedal bike, the helmet provides retailers with an important safety add on and a natural cross selling opportunity. From an interactive first ride-on and confidence building balance bike to light up scooter adventures and a feature packed first pedal bike, the MV Sports Hot Wheels range offers excitement at every stage of a child’s riding journey. Its strong visual identity and combination of hero items and complementary accessories also create impactful merchandising opportunities across several key outdoor toy categories.

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REVVER INLINE SCOOTER WITH LIGHT UP WHEELS 12” BIKE WITH REVVER Visit us at mvsports.co.uk Follow us on Socials @mvsportsltd

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RMS International

www.rmsint.com | sales@rmsint.com RMS International is expanding its portfolio of Mattellicensed products with an exciting selection of Hot Wheels and Hot Wheels Monster Trucks lines, offering retailers a broad mix of play, collectible and impulse products designed to appeal to Hot Wheels fans. Available in stock now, the Hot Wheels Metal Tech Kits 2 Assortment brings the iconic Hot Wheels brand into a hands-on building format. The assortment provides an engaging proposition for fans who enjoy both construction and Hot Wheels-inspired play, making it a strong addition to the brand’s extensive range of vehicles and accessories. Also available now is the Hot Wheels Fun Bag, offering a fun, accessible product at an attractive impulse price point. With the globally recognised Hot Wheels brand at its heart, the Fun Bag is well suited to gifting, impulse purchases and pocket money occasions. Launched in September, the Hot Wheels Monster Trucks Marble Keychain combines the distinctive Hot Wheels Monster Trucks property with a compact, portable format. Designed to tap into the collectible and impulse market, the keychain makes an ideal addition to checkout, gifting and pocket money ranges. Looking ahead to January, RMS International will also launch the Hot Wheels Squishy Monster Trucks, bringing the bold and instantly recognisable Monster Trucks theme to a tactile squishy format. The product adds further variety to the range and offers retailers an engaging option for fans looking for something different from traditional vehicle play. With products available now and new launches planned through September and January, RMS International’s Hot Wheels range gives retailers multiple opportunities to capitalise on the enduring popularity of one of Mattel’s most recognisable brands.

Playmobil

01268 548 111 | www.playmobil.co.uk Playmobil x Barbie brings together two much-loved names in imaginative play, in a collection inspired by Barbie Dreamhouse Adventures. It takes Barbie’s colourful world of friendship and adventure and gives children the chance to make it their own through Playmobil’s hands-on, story-led play. They can build the setting, move the characters around and decide where the story goes next. From beach days and café catch-ups to waterpark fun and adventures on the waves, there is plenty for young Barbie fans to explore. Children can serve up treats at the Beach Café, make a splash at the Waterpark, set off aboard the Adventure Boat or start their collection with Barbie Malibu and Barbie Brooklyn. The seven-SKU range includes collectible figures and larger playsets, giving shoppers options for everyday treats, gifting and bigger occasions. Playmobil x Barbie Malibu and Playmobil x Barbie Brooklyn are both priced at an accessible starting point for young fans. Further up the range, there is Playmobil x Barbie Beach Dress Up, the Playmobil x Barbie Convertible and the Playmobil x Barbie Adventure Boat. For bigger play occasions, there is the Playmobil x Barbie Beach Café and the Playmobil x Barbie Waterpark. For retailers, the collection combines the instant appeal of Barbie with the imaginative, repeat-play value Playmobil is known for. The character-led sets are ideal for collecting, while the larger playsets bring real presence to shelf and offer natural opportunities for customers to add to their basket. Each one lets children revisit familiar Barbie-inspired locations and create a different story every time they play. Now available at Argos, Playmobil x Barbie offers families a new way to enjoy Barbie’s world away from screens. It is a colourful, instantly recognisable range that works across pocket-money purchases, birthday gifting and seasonal occasions, with plenty to discover as the collection grows.

Blueprint Collections

www.blueprintcollections.co.uk sales@bluecoll.co.uk

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Blueprint Collections is proud to work with Mattel on its key properties Barbie, Hot Wheels and Monster High. Barbie works well in the back-to-school space, as well as in colouring and activity, and Blueprint Collections has a full collection available for immediate delivery. Hot Wheels is a newer addition to its portfolio, and it has proved to be a success in stationery and colouring products. This is also available for immediate delivery. Monster High is a great addition for products for the second half of the year, especially around Halloween. Blueprint Collections has worked closely with select retailers to create colouring and activity sets. The colouring and activity lines work particularly well for the toy sector and online retailers such as Argos and Amazon. Both Barbie and Hot Wheels have new collections in development for spring/summer 2027.

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Phoenix International

www.phoenixinternational.com customerserviceuk@phoenixinternational.com Phoenix International’s Steering Wheel Sound Book combines storytelling, sound and hands-on play to create an interactive experience that has already established itself in the market. The distinctive format puts children in the driving seat, with an integrated steering wheel encouraging them to press, turn and interact as the story unfolds. The combination of sound and physical play creates an engaging experience for young readers, while the format’s strong visual presence gives it standout appeal on shelf. Hot Wheels is a natural fit for the concept. The Hot Wheels Steering Wheel Sound Book puts the excitement of the iconic Mattel brand directly into children’s hands, allowing young fans to get behind the wheel and follow the action. It demonstrates how the format can translate the energy and play value of a major entertainment brand into an engaging book experience. The range also includes Thomas the Tank Engine and Fireman Sam, with the format bringing their actionled worlds to life. Whether joining Thomas on the railway or heading out on a rescue with Fireman Sam and the Pontypandy crew, children can interact with the story while enjoying familiar sounds and characters. With the format already established across multiple successful licences, Phoenix International – one of the largest global publishers of licensed sound books – is now looking ahead to its next major opportunity. In 2027, Barbie will join the Phoenix International publishing programme, marking an exciting new addition to its Mattel portfolio. The global strength of Barbie, combined with Phoenix’s expertise in interactive licensed publishing, creates significant potential for the next chapter of the programme. With proven formats, established licensed products and an exciting pipeline ahead, Phoenix International continues to develop books that bring together character, sound and play in ways that engage young children and give them more reasons to pick up a book.

Dark Horse Comics

Just Play

+1 (503) 652 8815 | www.darkhorse.com

www.justplayproducts.com uksales@justplayproducts.com

Masters of the Universe: Revolution Library Edition is the official comics companion to the powerhouse animation series Masters of the Universe. Readers will discover the unseen adventures of Prince Adam’s first year as HeMan with Masters of the Universe: Forge of Destiny. In Masters of the Universe: Revelation, He-Man embarks on an epic journey and faces off against his longtime foes Skeletor and Evil Lyn. Journey to the earliest days of one of the universe’s most consequential, and fraught, team ups—Skeletor and Hordak—with Masters of the Universe: Revolution. And in Masters of the Universe: Andra, Andra must delve into her past, use her technical know-how and find her own power if she hopes to save Eternia. This deluxe hardcover library edition features stories from showrunner and producer Kevin Smith, episode writer Tim Sheridan, executive producer Rob David, writer Tim Seeley and voice actor Tiffany Smith, and showcases art from Eddie Nuñez, Mindy Lee, Adriana Melo, Daniel HDR, Keith Champagn, and more. Masters of the Universe: The Wings of Fate is an all-new comics adventure set in the film universe of Masters of the Universe (2026). In the aftermath of Skeletor’s siege on Eternos, a down-and-out refugee gives sanctuary to a mysterious, injured falcon. Now, to save her life, he must embark upon a perilous journey through the Mystic Mountains and seek aid from the storied inhabitants of the realm of Avion. But unfortunately for our unlikely hero, the villainous Evil-Lyn, righthand woman to Skeletor, is hot on their trail. From writer Tim Sheridan (Masters of the Universe: Revolution) and artist Will Sliney (Star Wars: The Rise of Kylo Ren) HeMan and the Masters of the Universe: The Wings of Fate collects issues No.1–No.4 of the miniseries.

Kids can step into the world of Barbie and indulge in imaginative play with Just Play’s dedicated collection. A hero line is the large Barbie 28-inch Fashion Doll that comes in a sparkly dress with a layered tulle skirt, glittery trim and pink wedge heeled boots. The doll features articulated arms, wrists, elbows and legs, and her blonde hair can be styled in ponytails, braids or fancy updos. The Barbie Small Styling Head offers even more repeat play opportunities for those budding hairdressers. This set features 20 accessories, including a brush, hair beads, barrettes and hair ties. Children can create chic updos, braids and colourfully decorated looks for Barbie – they can even match their hairstyles to Barbie's, sharing her accessories. Animal lovers will not want to miss the Barbie Walk and Wag Puppy – a white, fluffy plush Bichon Frise pup that barks, walks and wags her tail. Kids can dress her up and accessorise her fur with 15 mix-and-match accessories, including bows and barrettes, and can customise her collar with a variety of plug-in gems. Future vets can enjoy taking care of the sweetest plush patient with the Barbie Puppy Pet Doctor set. This 9-piece set includes an 8-inch puppy plush that makes cute sounds when her paw is pressed, while her nose lights up for an extra touch of fun. There’s an 11-inch-wide vet bag to hold all the accessories a young vet could need. Equipment includes a stethoscope for children to listen to the pup’s heartbeat, a play syringe to give her a booster shot and a bandage cuff and sticker sheet to patch her up. After a successful check-up, children can feed the pup a bottle and give her a play bone treat. For more information on Just Play’s Barbie lineup, get in touch via the details above.

8th Wonder

karl.pollard@8thwonder.co.uk Family-owned business 8th Wonder celebrates its 30th anniversary in 2027 and has partnered with Mattel for the past five years. Proudly designing and creating timeless wooden toys for retailers, 8th Wonder has solidified its partnership with Mattel by bringing to life a sustainable wooden toy range across Barbie and Hot Wheels. The standout wooden Barbie pieces sit across two categories: role play and creative expression. The Barbie Wooden Creation Station is a best-seller across the 8th Wonder ranges. Filled with 100 pieces of Barbiethemed fun, including Barbie dress-up magnets, Barbie activity sheets and colourful number and alphabet magnets, this set focuses on creative play and early learning. Part of the ‘take-and-play’ category, its contents pack away neatly into the carry case, making it an ideal car companion. The same can be said for the Barbie Wooden Tabletop Beauty Set, complete with a light-up mirror and wooden beauty accessories. Ideal for encouraging confidence and self-expression, this set combines traditional play with modern themes of self-care and beauty. Blending familiar elements with contemporary themes is part of what has kept Barbie relevant across generations. 8th Wonder has expanded its Mattel portfolio to include Hot Wheels Monster Trucks for 2026, bringing another heritage brand with generations of fans into the range. The bold colours, recognisable vehicles and hands-on play of Hot Wheels translate naturally into wooden and plush toys. New for 2026, the Hot Wheels Monster Trucks plush chair collection is here. Each chair is modelled on a fan-favourite truck, from the snapping jaws of Mega-Wrex to the fierce stripes of Tiger Shark, complete with super-soft fabric and chunky, textured wheels. It’s a great seat for mini Hot Wheels fans to claim as their own for story time, screen time and everything in between. The next product to highlight is the Wooden Tabletop Mechanic Set, Bone Shaker edition. This interactive, hands-on playset allows little mechanics to build and take apart a wooden monster truck. Packed with essential mechanic accessories, it even includes a realistic ‘smoking’ engine for little ones to fill up and watch the ‘smoke’ rise. For future engineers and little builders alike, it offers plenty of opportunities for hands-on construction and problem-solving. These products are just a small selection of what’s to come from 8th Wonder’s partnership with Mattel. For more information, contact 8th Wonder’s Head of Sales, Karl Pollard, at the email above.

Klein Toys

www.klein-toys.com | I.brace@klein-toys.com For over 20 years, Klein and Mattel have maintained a successful partnership, delivering best-selling and innovative toys. Theo Klein offers high-quality playsets, collector, travel and role play items featuring iconic brands like Barbie, Hot Wheels, Uno, Skip-Bo and Phase 10, designed for children aged 3 and up to inspire imaginative and hands-on play. Fans of Uno will enjoy the practical and stylish carry cases from Theo Klein. Designed especially for card game fans, they offer plenty of space to safely store favourite cards and game instructions. Using the carry case is simple: stack the cards in two piles, secure them under the elastic straps and place the game instructions in the integrated mesh pocket. Whether it's a visit to a friend's house, a trip to the campsite, a family holiday or simply a game afternoon at home, favourite card games are always within easy reach. The carry cases help protect the cards from water, sand, dust and everyday wear and tear. Thanks to their water-repellent material, Uno, Skip-Bo and Phase 10 fans can enjoy their games wherever adventure awaits. Available in a variety of attractive designs, the range continues to grow. Theo Klein has announced two upcoming additions: the new Phase 10 Carry Case and the Uno Liars Carry Case. These new products will soon join the collection, giving players even more ways to store and transport their favourite games in style. These new carry cases will soon be available at the beginning of 2027. For more information, contact Lisa Brace, Export UK & Eire, at the details above.

Bladez Toyz

charlotte@bladeztoyz.co.uk Following another successful year with its Mattel licensed ranges, Bladez Toyz has continued to strengthen its best-selling Hot Wheels Maker Kitz portfolio, introducing new scales and iconic vehicles designed to appeal to teenagers and adults alike. Launching this autumn/winter, the new 4Trac Racer Set features two of the fastest Maker Kitz vehicles to date. These easy-to-build kits require no glue or scissors, while the larger-scale 4Trac cars are equipped with motorsport-style wheels for enhanced grip. The action continues with the Mini Maker Kitz Monster Trucks Tech Pack, bringing double the fun with an iconic duo of Monster Trucks – All Beefed Up and 5 Alarm – to build from easy snap-fit parts. These super-quick builds feature pullback motors and bright neon wheels, ready to take on the toughest terrain and race into action. With the introduction of much-loved vehicles including Test Subject and Boneshaker to the Mini Maker Kitz range, alongside El Viento and Diamachinni Veloce joining the Custom Maker Kitz collection, Bladez Toyz continues to keep its Hot Wheels Maker Kitz offering fresh, exciting and packed with fan-favourite designs. Taking the excitement from building to high-speed RC action, the next evolution of Hot Wheels RC is hitting shelves now with the Drift n Fly RC Drone. Taking play from the streets to the skies, this innovative vehicle starts life as a high-speed drifter before transforming into a fully functioning drone at the flick of a switch. Packed with the fan-favourite features that made the original Hawk such a success, including 360-degree flips, LED lights, auto-hover and multi-speed control, the Drift n Fly RC delivers thrills both on the ground and in the air. Durable enough to handle bumps and crashes while retaining its sleek Hot Wheels styling, the Drift n Fly RC combines performance, innovation and great value, making it ideal for RC fans of all ages. For more information, including the other Mattel licensed ranges – Barbie, Monster High and Thomas & Friends – please contact Charlotte Harvey at the email above.

72124 PLAYMOBIL x Barbie™ Beach fashion

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72121 PLAYMOBIL x Barbie™ Beach Café

72122 PLAYMOBIL x Barbie™ Adventure Boat

72123 PLAYMOBIL x Barbie™ Convertible

72125 PLAYMOBIL x Barbie™ Brooklyn

For more information speak to your Territory Manager or call the UK office on 01268 548111