Addo Play announces licensing partnership with Mattel

Published on: 1st April 2022

Addo’s multi year deal will kick off with Barbie Bobble It!, followed by product featuring Hot Wheels, Fisher Price and Thomas & Friends.

Addo Play (part of TEAL Group Holdings) has announced a brand-new licensing partnership between global toy manufacturing and entertainment company Mattel and award-winning, everyday toy brand, Addo.

Roll out will begin in AW22 across EMEA with a new Barbie licensed craft compound range called Bobble It!. Further licensed product introductions will include Hot Wheels, Fisher Price and Thomas & Friends compound/art and crafts ranges launching from 2023.

The Addo brand is produced by Addo Play and offers a selection of the hottest, most collectable and innovative on-trend licences for children and all the family. Existing licensed toy ranges are based on some of the most well-known animated children’s television series and children’s YouTube channels, as well as collectible and on-trend characters that have universal appeal around the globe.

Mattel is home to some of the world’s most well-known and beloved brands, including Barbie, the No.1 global toy property according to NPD, which sells over 90m units a year in over 150 countries across the world.

Offering signature colours and in-style trends and themes, the new Barbie Bobble It! will extend Addo’s existing compound and arts & crafts product portfolio. The air-drying foam compound can be stretched and moulded into stylish 2D and 3D models. Barbie Bobble It! is mess-free and a great DIY activity encouraging creativity in a fun and imaginative way with friends and family.

Ruth Henriquez, director & head of Consumer Products EMEA at Mattel, commented: “We are delighted to be partnering with Addo Play to launch this new compound range as we expand our brands into the arts and crafts category in the UK and across Europe.”

Mary Price and David Martin, co-founders and CEOs of Addo Play, added: “We are thrilled to be joining forces with Mattel on the Top Global Toy Property, Barbie. The launch of the Barbie Bobble It! craft range is incredibly exciting. We know that parents and children value creative play, and the talented team at Addo Play can’t wait to inspire limitless potential in every child. This is just the start of what we hope will be a fabulous, long-term collaboration across Mattel’s wonderful portfolio of brands.”



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