HTI signs deal for Barbie role-play toys

Published on: 11th October 2012

HTI has announced that it has been awarded an international license deal with Mattel Consumer Products to manufacture and supply role-play toys for fashion doll brand Barbie.

The multi-territory deal includes the UK, Eire, Eastern Europe, Russia, Scandinavia, the Nordics and the Middle East. The firm is also currently in discussion with Western European distributor partners for Iberia, Italy, GAS, France, Greece, Benelux and Scandinavia.

The agreement is the culmination of a close collaboration between HTI product development and marketing teams and Mattel Consumer Products to develop a range of innovative Barbie role-play toys. The range has been designed around two key role-play themes of ‘doll’icious’ food preparation and ‘glamtastic’ glam-up, concepts that are universally popular with and appealing to both UK and International markets. Each product features a unique ‘Barbie & Me’ element which enables girls to not only role-play with the product but also involve their Barbie doll with ‘on-theme’ accessories for additional play value and provide a unique feature for the range.

Set to launch Autumn/Winter 2013 the collection will be supported by a substantial TV advertising campaign as well as a multi-platform marketing and PR programme.

HTI licensing director Andrew Coplestone said: “We are thrilled to have been awarded the rights to develop this unique range of Barbie role-play toys. This deal further underlines our strength in the International market as a passionate creator of innovative toys bringing excitement to kids everywhere.”

Marianna Helmer-Gregersen, Mattel consumer products licensing manager, added: “We are delighted to be working with HTI. The enthusiasm and passion they have shown throughout this collaboration has resulted in some ‘unapologetically all-girl Barbie’ products which we are confident will ‘wow’ Barbie consumers in 2013.”


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