Breaking News: Mattel and Amazon MGM Studios announce Wednesday licensing partnership

Published on: 6th December 2023

Mattel has announced a multi-year licensing deal with Amazon MGM Studios to create and sell co-branded dolls and collector sets inspired by MGM Television’s Wednesday.


Wednesday has been a hit on Netflix and will now come to the worlds of Little People and Monster High via a new licensing agreement. Image credit: MGM Television

In 2024, Mattel will release co-branded Wednesday dolls and collector sets through its Monster High and Fisher-Price Little People Collector properties respectively, fusing the iconic characters from the Netflix original series with Mattel’s cherished toy brands.

Mattel says its Monster High and Little People Collector brands have much in common with Wednesday, having ‘a finger on the pulse of social trends and a commitment to inclusivity’. Both Monster High and Wednesday centre on high schools full of monsters and the supernatural – not to mention the chicest of fashions – making the two an even more perfect match. While the immense popularity of The Addams Family spans generations, there has been a recent spike in fandom thanks to the hit series, Wednesday, which is available to watch now on the streaming platform Netflix.

Wednesday follows Wednesday Addams’ misadventures as a student at Nevermore Academy, a unique boarding school located in deepest New England. The series marked the first time fans got to see the character of Wednesday as a teenager, launching in November 2022 at No. 1 in 83 countries. Shortly after launch, Wednesday also became the No. 1 most watched English-language series of all time on Netflix.

With today’s news, fans around the globe will soon be able to purchase products honouring the beloved character and series.

Mattel’s co-branded Wednesday dolls and collector sets are expected to be available in 2024 through the Wednesday storefront on Amazon and other retailers.

The partnership is the latest in a line of Little People licensing collaborations that have taken iconic properties from screens to playrooms across the globe. In July, Fisher-Price announced the launch of the highly anticipated Little People Collector Friends ‘The Television Series’ set. Created in collaboration with Warner Bros. Discovery Global Consumer Products, this collection captures the essence of the iconic TV show Friends and brings the beloved characters into the hands of fans of all ages.


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