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Mattel and TOKYOPOP Announce Publishing Partnership for Original Hot Wheels and Barbie Manga-Style Graphic Novels

1. Mattel partners with TOKYOPOP for manga-style graphic novels featuring Hot Wheels and Barbie. 2. New titles set to debut in print in 2026 for ages 8-12. 3. Partnership aims to engage younger audiences with original stories and artwork. 4. Hot Wheels and Barbie are top-selling, iconic brands with global recognition. 5. Mattel's publishing efforts expand storytelling for its beloved franchises.

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FAQ

Why Bullish?

This partnership could enhance brand portfolio and stimulate sales, akin to previous licensing successes.

How important is it?

The collaboration reflects a strategic move to capture part of an expanding market segment, impacting growth.

Why Long Term?

The influence of introducing new stories may unfold gradually as products are launched.

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MATSNEDIS
EL SEGUNDO, Calif. & LOS ANGELES--(BUSINESS WIRE)--Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, and pioneering manga and anime media brand TOKYOPOP, today announced a partnership to develop original manga-style graphic novels for children ages 8-12 based on Mattel’s Hot Wheels® and Barbie® brands. The first titles, including a western-style manga graphic novel series inspired by Hot Wheels and new stories featuring characters from Barbie, are set to debut in print in 2026. These series will feature fresh artwork and original stories, bringing the cherished brands to new audiences in innovative formats. “Hot Wheels and Barbie have long been symbols of storytelling, creativity and inspiration, engaging audiences across generations,” said Ryan Ferguson, Global Head of Publishing at Mattel. “We are thrilled to partner with TOKYOPOP and expand these iconic franchises through captivating stories, bringing new adventures to fans.” “Hot Wheels and Barbie are two of the world’s most adored toy and entertainment brands and we are excited to partner with Mattel to develop and publish new original manga-style graphic novels,” says Marc Visnick, TOKYOPOP COO and Publisher. “TOKYOPOP’s catalog is renowned for bestselling titles featuring notable characters for readers of all ages. Adding Barbie and Hot Wheels to our roster brings an exciting dimension, and we look forward to sharing these legendary brands and bold new adventures to our global audience of readers.” The top-selling toy globally,* Hot Wheels introduces over 130 new car designs annually and has 25,000 variations in existence today. Barbie, the most diverse doll brand in the world, has inspired girls for over six decades, and continues to be a symbol of empowerment, imagination, and limitless possibilities. This partnership builds upon Mattel’s ongoing efforts to further engage fans through storytelling. In 2024, Mattel previously announced its own publishing imprint, with Simon & Schuster serving as its sales and distribution partner. *Source: Circana/Retail Tracking Service/G12(IT,SP,UK,GE,FR,US,CA,MX,BR,AU,BE,NE)/JAN-DEC 2023/Total Toys/Projected Units About Mattel Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com. About TOKYOPOP, Inc. Founded in 1997, TOKYOPOP brings Asian pop culture to Hollywood and beyond. TOKYOPOP established the market for manga in North America, introducing the term to the English language in the process, and expanding the market in Germany, publishing thousands of books in both languages, distributing anime and Asian films on home video and television, licensing merchandise to consumer goods and companies, and creating graphic novels of both original content and major IP adaptations. TOKYOPOP’s core values focus on multiculturalism and diversity; aestheticism and artistic integrity; and passionate and positive storytelling. More information at: https://www.tokyopop.com/. Follow TOKYOPOP Online: TOKYOPOP on Twitter/X: https://twitter.com/TOKYOPOP TOKYOPOP on Instagram: https://www.instagram.com/tokyopop TOKYOPOP on Facebook: https://www.facebook.com/TOKYOPOP TOKYOPOP Official Website: https://www.tokyopop.com/ TOKYOPOP on TikTok: https://www.tiktok.com/@tokyopop

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