Through a press release, Mattel announced that, after the forced break caused by the pandemic, all its brands are back “in attendance” at the Bologna Licensing Trade Fair: let’s find out all the details together
The Coronavirus pandemic has done unimaginable damage in any area of the entertainment market, including that of giftware. The recovery will be slow, but inexorable, and it is precisely for this reason that Mattel, through a press release, has officially announced the return in the presence of all its brands. The company will in fact be present with its flagship franchises at the Bologna Licensing Trade Fair (in Bologna from the 21 to 24 March 2022) represented by Victoria Licensing & Marketing, Mattel consultant for Consumer Products in Italy, with a stand of great exhibition impact.
All franchises
The flagship brands for the 2022 edition are Barbie, Hot Wheels and Fisher-Price, with a particular focus on the return of Masters of the Universe and Sam the Fireman. Little People, Il Trenino Thomas, Polly Pocket and Mattel Games are then confirmed in the portfolio. Let’s see all the details and news together.
Barbie | Mattel is back in attendance at the Bologna Licensing Trade Fair
The Barbie brand has been confirmed as the best toy of the year globally for the second consecutive year according to The NPD Group and continues to inspire girls all over the world accurately reflecting fashion and culture. A success confirmed by the many partnerships in the CP sector, including, an example for all, the one dedicated to Easter that it gives to consumers Dolfin’s Egg Barbiein 4 different formats of very fine milk chocolate eggs, (50, 150, 220 and 320 gr.) with many fashion surprises inside to be discovered.
In the fashion sector we have seen the recent launch by a licensee at the Calliope retailer and we will see other important fashion collaborations over the course of the year. 2022 is a special year for Barbie’s Dream House celebrating its 60th anniversary. The celebrations have already begun and in the States they saw the legendary house protagonist, together with Rocket Homes, of a commercial within the Super Bowl; also in the US, a partnership with Habitat for Humanity was launched to support 60 building projects in favor of families in difficulty.
Hot Wheels: from cars to chocolate | Mattel is back in attendance at the Bologna Licensing Trade Fair
Good news from the world of Hot Wheels, which with its Hot Wheels Singles 1/64 assortment was named the best-selling toy of the year in the world in 2021 again according to NPD *. Hot Wheels from 1968 to today has evolved, while maintaining its characteristics as an adrenaline-fueled brand suitable for breathtaking challenges, and from a simple toy car it has grown into a franchise that offers multi-channel gaming experiences for fans of all ages. From a simple toy it is now a lifestyle that enhances the spirit of competition through video games, digital content, partnerships and live experiences. This allows the brand to continue to fascinate children and adults for over 50 years.
For Easter 2022 Kinder Ferrero has chosen Hot Wheels Kinder Gransorpresa Maxi, to enclose all the beauty of Easter in a single egg. Inside, children will find Hot Wheels surprises to collect and the more daring will be able to experience exciting challenges in augmented reality thanks to the free downloadable App.
Hot Wheels: fashion and influencers | Mattel is back in attendance at the Bologna Licensing Trade Fair
Also for the Hot Wheels brand collaborations with the fashion world, both adult and kids, continue in 2022. With Original Marines the partnership continues with the launch of a gritty and dynamic spring summer capsule collection in perfect Hot Wheels style but the brand is also back from the successes of Milan Fashion Week thanks to the Adult capsule collection launched by Alessandro Enriquez. Two graphics that represent Alessandro Enriquez’s vision for Hot Wheels, both inspired by the brand’s key color palette. A capsule declined in the models for men and women of the iconic shirts that complement the classic sweatshirts and t-shirts. The woman universe is represented by a proposal of long and short dresses in different fabrics.
In 2022 the franchise will have a new “face” to support multiple activities. Influencer with millions of followers, as well as singer and youtuber, the new face of Hot Wheels will accompany the brand in the second half of the year with a project that will see the involvement of the toyand subsequently, clothing and a charity in favor of Unicef, telling it step by step to all its followers.
Masters of the Universe: le action figures | Mattel torna in presenza alla Bologna Licensing Trade Fair
The evergreen Masters of Universe is added to the Victoria Licensing basket, which this year turns 40 and four decades later it was decided to bring this extraordinary property back to the fore, an icon of contemporary pop culture. Since the first launch, in 1982, Masters of the Universe it has been a cultural phenomenon that has spanned many generations igniting the fire of “power” among fans around the world. On the occasion of its 40th anniversary, Mattel again focuses on Masters of the Universe through a global franchise project that provides different types of content for all fans capable of expanding the story and characters within its vast universe.
We saw the return of He Man and the Rulers of the Universe in 2021 with the launch of the Netflix series Revelation: the series picks up on the adventures of the characters right where they left off in the 1980s and has marked extraordinary success with an older audience of fans and nostalgics. With He-Man and the Masters of the Universe we turn instead to a target Child with the big news: the arrival of an Action Figures line dedicated to the Kids world. Also in this case the toys are developed in perfect synergy with the content and have characteristics that will allow children to relive the adventures of the series and identify themselves in the struggle between good and evil.
Masters of the Universe: chocolate and then… Sam! | Mattel is back in attendance at the Bologna Licensing Trade Fair
The franchise is still very popular especially through various forms of media: from comics to new animated series on TV, a live-action movie on the way and, of course, toys and action figures. A much loved brand, a franchise particularly suited to the development of a lifestyle program and the Victoria Licensing & Marketing team, which manages the property in the licensing area, is already active in the study and preparation of a series of novelties for 2022. For the Easter 2022 Walcor, with this first collaboration on Mattel brands, proposes He-Man and the Masters of the Universe 200g milk chocolate egg which will contain collectible Super Surprises.
As for Pontypandy’s quintessential firefighting team, Sam the Firemancome back to the fore and will have a new series of cartoons broadcast on CartoonitoSam’s little fans and Pontpandy’s heroes will also be able to experience fantastic adventures with the brand new line of toys by Simba Dickie Group.
What clothes!
You can find all the Mattel franchises at the Bologna Licensing Trade Fair from 21 to 24 March 2022. Let us know what you think below in the comments and if you are interested in everything related to videogame and nerd objects, why not take a look at the interesting Zavvi catalog?