Mattel unveils new direction for publishing team

Published on: 30th March 2015

The plans unveiled at Bologna Book Fair include the development of a new vertical digital publishing team supporting brands ranging from Thomas & Friends to Monster High and Barbie.BarbieWordpress

Alongside plans for global, narrative driven digital product, Mattel also announces its renewed focus on Barbie story-telling.

In 2016 Barbie doll’s stories and brand narratives will be extended globally through entertainment tie-in programmes, original illustrated storybooks and a new chapter book series Malibu Mysteries. Also in spring 2016, Barbie will star in a new DVD. 2016 will also see the introduction of a break-frame illustrative style which positions Barbie for a new generation of girls.

Tanya Mann, VP Consumer Products Creative, explains: “Barbie has always been a cultural icon who reflects broader societal trends.  We wanted to create a new illustrative style that really reflects the latest generation of Barbie fans. She looks slightly younger, more relatable, but still remains on fashion trend. We are really excited to be sharing this with our partners and to see the great new publishing content that will be created from this contemporary direction.”

Mattel also presents a range of pre-school brands, including Thomas & Friends, Bob the Builder and Fireman Sam. Content including the DVD release of Thomas & Friends feature-length special, Sodor’s Legend of the Lost Treasure, will be supported with tie-in publishing. 2015 also sees Egmont launch an illustrated Thomas picture book.

Bob the Builder has a new CG-animated series in the spring, the series will air on Channel 5’s Milkshake in the UK, and publishing will amplify the brand, giving Bob a contemporary new look.


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