Mattel signs global licensing deal for new Netflix series Karma’s World

Published on: 4th May 2021

Partnership with 9 Story Media and Karma’s World Entertainment will see Mattel launch collection of dolls, styling heads, role play and plush in autumn 2022.

Mattel has signed a multi-year global licensing deal with 9 Story Media and Karma’s World Entertainment on the upcoming CG animated series Karma’s World which premieres on Netflix later this year.

The new series, created by American actor, producer and rapper Chris ‘Ludacris’ Bridges (Fast and Furious Franchise, Fear Factor, Crash), and geared for children aged 6-9, is a coming of age story about a young black girl finding her voice and using it to change her world.

Mattel has the global licensing rights to develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more. The collection is expected to launch at retailers across the globe beginning autumn 2022.

Karma’s World was originally inspired by Chris’ oldest daughter, and follows 10-year-old Karma Grant, an aspiring musical artist and rapper with big talent and an even bigger heart. Every episode is infused with hip-hop music, streetwear fashion and original choreography.

Nick Karamanos, senior vice president, Entertainment Partnerships, Mattel, said: “We were inspired by Karma’s story, and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”

“We are thrilled to announce Mattel as global toy partner for Karma’s World,” said Kyra Halperin, Co-VP consumer products, 9 Story. “We’ve been blown away by the team’s passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know it will develop an unrivalled programme that will be loved by kids around the world.”

“Karma’s World is an important legacy that I want to leave for my daughters,” said Chris Bridges. “The world needs more positive portrayals of black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”



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