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Mattel moves into publishing with original stories based on Barbie, Hot Wheels, Fisher-Price, Monster High, and more.

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Mattel, Inc. has recently revealed its plans to introduce a new publishing imprint in the United States and Canada in 2024. This move will allow the company to create new stories based on its extensive catalog of franchises, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Monster High, Polly Pocket, Barney, and more. The imprint will publish print books, audio books, eBooks, as well as digital content on Caribu, Mattel’s direct-to-consumer entertainment platform.

The new titles from Mattel’s imprint will complement its current licensing partners’ programs with formats that include board books, storybooks, leveled readers, middle-grade titles, activity titles, and guidebooks. Mattel’s strategy is to use publishing as a key component of the company’s franchise flywheel ecosystem. For instance, American Girl has been a successful franchise that encourages fans to delve into the backstories of their favorite characters through novels and journals by American Girl Publishing. The new imprint will expand this success across Mattel’s catalog of globally beloved IP.

Josh Silverman, Chief Franchise Officer and Global Head of Consumer Products at Mattel, said,

“We have seen firsthand the immense value in providing fans of our franchises with multiple avenues to further engage with their favorite Mattel brands, characters, storylines, and worlds. In launching our own publishing imprint, we simultaneously unlock limitless exploration for kids while continuing to realize the full value of our IP.”

Although Mattel’s sales and distribution partner will be announced at a later date, the company has already launched new content on Caribu, with digital versions of the illustrated character journals for Isabel and Nicki, the latest American Girl historical characters.

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