Mattel will bring hit animated series Bluey to five of its biggest brands as part of a multi-year global licensing partnership with BBC Studios.
The deal is part of a broader shift from Mattel to evolve from a toy maker selling individual products to a play and entertainment company that uses IP to build lifelong fans.
Bluey characters will appear across Fisher-Price’s Little People figures and playsets, Barbie dolls and accessories, Polly Pocket compact playsets, Hot Wheels vehicles, and UNO card games.
Roberto Stanichi, president, chief marketing and brand officer at Mattel, announced the partnership on stage at ADWEEK’s Brandweek. He said the deal reflects Mattel’s brand pillars of putting fans at the center and building a franchise ecosystem that spans toys, entertainment, and live and digital experiences.
“It’s really about the emotional connection that we believe we can drive as part of that flywheel in that ecosystem,” Stanichi said. “One of the things that we love about Bluey is the fact that Bluey is unique in terms of dealing with emotional intelligence and thematics that are very critical for discussions around childhood today.”
Created by Joe Brumm and produced by Ludo Studio, BBC Studios’ Emmy-winning series Bluey follows a blue heeler dog who lives with her mum, dad, and little sister Bingo.
“Bluey has resonated with families around the world because it celebrates the creativity and connection that comes through play,” Suzy Raia, EVP of global consumer products at BBC Studios, said in a statement. “Mattel’s portfolio of iconic brands makes them an ideal partner to extend that spirit through new and engaging play experiences.”
Building emotional connections with fans
The Bluey deal comes amid Mattel’s transformation “from a toy company to a brand management company,” Stanichi said. He added that the evolution began with the realization that “our brands have such deep emotional connection with fans, that we had an opportunity to play in culture well beyond” physical products.
Toys are often the first brands that people ever interact with, but fandom is increasingly multigenerational, he said. Mattel wants to ensure it engages fans throughout their entire lives.
That’s why Mattel approaches brand building as developing a cycle or “flywheel” in which toys create demand for entertainment, entertainment brings new audiences into toys, and digital or live experiences can deepen relationships with fans.
