The Nordic Licensing Company (NLC) will represent the Mattel brands portfolio across the Nordic and Benelux regions.
NLC already represents Mattel’s Hit brands which include Thomas & Friends, Fireman Sam, Bob the Builder, Mike the Knight and Pingu. The new partnership will now cover Mattel’s portfolio including Barbie, Hot Wheels, Fisher-Price, Monster High and Ever After High across Nordic and Benelux countries.
NLC will work in partnership with the Mattel Consumer Products Central Northern Europe team, based in London, also working closely with the Mattel Nordic and Benelux offices to deliver cross-category retail initiatives and brand promotions.
Simon Price, director at Mattel Consumer Products Central Northern Europe, said: “Mattel is very excited to be extending its partnership with NLC and building on the success it has already delivered in the Nordic region on its Hit portfolio. NLC is dedicated to the Nordic and Benelux regions and has in-depth knowledge and expertise across the individual countries, as well as strong relationships with licensees and retailers.”
Kirsten Gyde, NLC’s managing director, said: “The Mattel portfolio offers huge potential in licensing terms and we look forward to working closely with the Mattel team to develop a strong and diverse program in our two regions.”