Mattel is licensing kids’ biggest fandom: Bluey. The beloved BBC characters will be coming to Barbie, UNO, Fisher-Price, Polly Pocket, and Hot Wheels. The partnership pushes forward Mattel’s goal to be not just a toymaker, but also a fandom hub through entertainment, experiences, and IP growth. They see the expansion as turning the brand into a “flywheel” that allows toys and entertainment to feed fandom for one another. Bluey’s identity as a family show that is grounded in real emotional connection is central here. Mattel wants to be part of “play culture beyond products,” and the way Bluey approaches real life while keeping things fun for kids makes it the natural fit. Other IPs the brand is partnering with to expand their “flywheel” include KPop Demon Hunters, Teenage Mutant Ninja Turtles, and Disney Princesses. (ADWEEK)
👀 Read more from YPulse: Millennial Parents Love Bluey More Than Ever on The Viral List
