As its 80th anniversary celebrations continue, Mattel has unveiled a number of new publishing partnerships – including a multi-title collaboration with Yoto, an expanded partnership with Tonies and new graphic novel activity.
The company is aiming to deepen fan engagement with a number of its brands with the new raft of publishing activity.
The US will see a new partnership between American Girl and Yoto, with WellieWishers: Whimsical Adventures debuting on the platform. Meanwhile, Thomas & Friends: All Engines Go will launch in April on Yoto, with additional releases planned later in the year, while the first Hot Wheels Let’s Race title arrived earlier in March.
In addition, the third Thomas Tonie figure, All Engines Go, is now available, while Thomas: A Tutto Vapore, released in late 2024, continues to engage fans across Southern Europe thanks to Faba.
Launching on 1 July, an expanded partnership with Ravensburger furthers Barbie to the world of puzzles and beyond.
On top of this, Mattel is teaming with manga publisher TOKYOPOP to develop original manga-style graphic novels based on Barbie and Hot Wheels. Debuting in 2026, the series will feature new stories and fresh visual styles inspired by manga culture.
“We’re excited to bring these beloved franchises to new audiences through dynamic manga-style storytelling,” commented Ryan Ferguson, global head of publishing at Mattel. “Barbie and Hot Wheels are timeless brands that have always evolved – this partnership reflects that spirit.”
The milestone collaboration supports Mattel’s broader IP-driven strategy and builds on the 2024 launch of its own publishing imprint, Mattel Press, distributed by Simon & Schuster in US and Canada.
Ryan continued: “Publishing is a powerful way to extend our characters and brands into new narratives enabling us to continue to connect with fans in new ways. As we celebrate Mattel’s 80th year, our mission remains the same: to empower generations to explore the wonder of childhood and reach their full potential through purposeful storytelling.”
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