Mattel to launch own publishing imprint

Published on: 10th March 2023

Launching in the US and Canada, Mattel says the imprint will complement content, support brand initiatives and create new stories based on its iconic franchises.

Mattel has announced plans to launch a publishing imprint, the company’s own publishing platform focusing on its extensive catalogue of children’s and family entertainment franchises.

Mattel’s imprint is expected to launch in the United States and Canada in 2024 and will complement content, support brand initiatives and create new stories based on iconic Mattel franchises including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Monster High, Polly Pocket, Barney and more.

Releases will include print books, audio books and eBooks, as well as digital content on Caribu, Mattel’s direct-to-consumer entertainment platform, with a video calling feature that allows users to read books, watch videos, draw and play games or engage in an interactive video call with friends and loved ones.

Titles from Mattel’s imprint will complement programmes from its best-in-class licensing partners, with formats to include board books, storybooks, leveled readers, middle-grade titles, activity titles, guidebooks and more.

Mattel says publishing is core to its strategy and a key component of the company’s franchise flywheel ecosystem. American Girl, for example, encourages fans to delve into the backstories of their favourite characters through novels and journals by American Girl Publishing, and more than 160m American Girl books have been sold to date. With its new imprint, Mattel will expand this success across its catalogue of globally beloved IP.

“We have seen first-hand the immense value in providing fans of our franchises with multiple avenues to further engage with their favourite Mattel brands, characters, storylines and worlds,” said Josh Silverman, chief Franchise officer and global head of Consumer Products at Mattel. “In launching our own publishing imprint, we simultaneously unlock limitless exploration for kids while continuing to realize the full value of our IP.”

Mattel print publications are set to begin releasing in 2024, and a sales and distribution partner will be announced at a later date.



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