Mattel and TOKYOPOP Announce Publishing Partnership for Original Hot Wheels and Barbie Manga-Style Graphic Novels
Mattel (NASDAQ: MAT) has announced a partnership with TOKYOPOP to develop manga-style graphic novels for children ages 8-12 featuring Hot Wheels and Barbie brands. The first titles are scheduled to debut in print in 2026, featuring original stories and fresh artwork aimed at bringing these iconic brands to new audiences.
The partnership aligns with Mattel's strategy to expand fan engagement through storytelling. Hot Wheels, currently the top-selling toy globally, introduces over 130 new car designs annually and has 25,000 variations. Barbie, recognized as the most diverse doll brand globally, has been inspiring children for over six decades.
This initiative follows Mattel's previous announcement in 2024 of launching its own publishing imprint with Simon & Schuster as its sales and distribution partner.
Mattel (NASDAQ: MAT) ha annunciato una partnership con TOKYOPOP per sviluppare romanzi grafici in stile manga per bambini di età compresa tra 8 e 12 anni, che presentano i marchi Hot Wheels e Barbie. I primi titoli sono previsti per il debutto in stampa nel 2026, con storie originali e nuove illustrazioni mirate a portare questi marchi iconici a nuovi pubblici.
La partnership si allinea alla strategia di Mattel di aumentare l'engagement dei fan attraverso la narrazione. Hot Wheels, attualmente il giocattolo più venduto a livello globale, introduce oltre 130 nuovi design di auto ogni anno e ha 25.000 variazioni. Barbie, riconosciuta come il marchio di bambole più diversificato a livello mondiale, ispira i bambini da oltre sei decenni.
Questa iniziativa segue l'annuncio precedente di Mattel nel 2024 riguardante il lancio di una propria casa editrice con Simon & Schuster come partner per vendite e distribuzione.
Mattel (NASDAQ: MAT) ha anunciado una asociación con TOKYOPOP para desarrollar novelas gráficas de estilo manga para niños de 8 a 12 años que presenten las marcas Hot Wheels y Barbie. Se prevé que los primeros títulos debuten en impresión en 2026, con historias originales y nuevas ilustraciones dirigidas a llevar estas marcas icónicas a nuevas audiencias.
La asociación está alineada con la estrategia de Mattel de expandir el compromiso de los fanáticos a través de la narración. Hot Wheels, que actualmente es el juguete más vendido a nivel mundial, introduce más de 130 nuevos diseños de autos anualmente y tiene 25,000 variaciones. Barbie, reconocida como la marca de muñecas más diversa a nivel mundial, ha estado inspirando a los niños durante más de seis décadas.
Esta iniciativa sigue al anuncio previo de Mattel en 2024 sobre el lanzamiento de su propia editorial con Simon & Schuster como su socio de ventas y distribución.
마텔 (NASDAQ: MAT)은 TOKYOPOP와의 파트너십을 발표하여 8-12세 어린이를 위한 핫휠과 바비 브랜드를 특징으로 하는 만화 스타일의 그래픽 노블을 개발할 예정입니다. 첫 번째 제목은 2026년 인쇄로 데뷔할 예정이며, 원작 이야기와 새로운 아트워크로 이 아이코닉한 브랜드를 새로운 청중에게 소개할 것입니다.
이 파트너십은 이야기텔링을 통해 팬 참여를 확대하려는 마텔의 전략과 일치합니다. 현재 전 세계에서 가장 많이 판매되는 장난감인 핫휠은 매년 130개 이상의 새로운 자동차 디자인을 선보이며 25,000종의 변형이 있습니다. 바비는 전 세계에서 가장 다양성이 높은 인형 브랜드로, 60년 이상 동안 어린이들에게 영감을 주고 있습니다.
이 이니셔티브는 2024년 마텔이 사이먼 & 슈스터와 함께 자체 출판 브랜드의 출시를 발표한 이후 따르는 것입니다.
Mattel (NASDAQ: MAT) a annoncé un partenariat avec TOKYOPOP pour développer des romans graphiques au style manga pour les enfants âgés de 8 à 12 ans mettant en vedette les marques Hot Wheels et Barbie. Les premiers titres sont prévus pour faire leurs débuts en version papier en 2026, avec des histoires originales et de nouvelles illustrations visant à faire découvrir ces marques emblématiques à de nouveaux publics.
Ce partenariat s'inscrit dans la stratégie de Mattel d'accroître l'engagement des fans à travers la narration. Hot Wheels, actuellement le jouet le plus vendu à l'échelle mondiale, introduit chaque année plus de 130 nouveaux designs de voitures et compte 25 000 variations. Barbie, reconnue comme la marque de poupées la plus diversifiée au monde, inspire les enfants depuis plus de six décennies.
Cette initiative fait suite à l'annonce précédente de Mattel en 2024 concernant le lancement de sa propre maison d'édition avec Simon & Schuster comme partenaire pour la vente et la distribution.
Mattel (NASDAQ: MAT) hat eine Partnerschaft mit TOKYOPOP angekündigt, um mangas Stil Graphic Novels für Kinder im Alter von 8 bis 12 Jahren zu entwickeln, die die Marken Hot Wheels und Barbie präsentieren. Die ersten Titel sollen 2026 in Print erscheinen und enthalten originale Geschichten sowie frische Illustrationen, um diese ikonischen Marken einem neuen Publikum näherzubringen.
Die Partnerschaft steht im Einklang mit der Strategie von Mattel, das Engagement der Fans durch Erzählungen zu erweitern. Hot Wheels, das derzeit das meistverkaufte Spielzeug weltweit ist, bringt jährlich über 130 neue Fahrzeugdesigns heraus und hat 25.000 Variationen. Barbie, die als die vielfältigste Puppenmarke weltweit anerkannt ist, inspiriert Kinder seit über sechs Jahrzehnten.
Diese Initiative folgt der vorherigen Ankündigung von Mattel im Jahr 2024, die eigene Verlagstätigkeit mit Simon & Schuster als Partner für Vertrieb und Verkauf zu starten.
- Partnership expands Mattel's content monetization strategy into manga market
- Leverages Hot Wheels' position as top-selling global toy
- Creates new revenue stream through publishing
- None.
Insights
This publishing partnership, while innovative, has minimal immediate financial impact on Mattel's bottom line or stock performance. The manga-style graphic novels targeting ages 8-12 represent a strategic brand extension but won't materialize until 2026. Hot Wheels' position as the top-selling toy globally with 130 new car designs annually and Barbie's strong brand presence provide a solid foundation for content expansion.
The deal follows Mattel's broader content strategy, including their publishing imprint with Simon & Schuster. While manga's growing popularity could tap into new demographics, particularly in Asian markets, the revenue potential from publishing typically represents a small percentage of total earnings for toy companies. This move is more about brand reinforcement and maintaining cultural relevance than direct revenue generation.
For investors, this represents a low-risk, long-term brand investment that complements Mattel's existing intellectual property monetization strategy. The partnership with TOKYOPOP, while interesting, is unlikely to materially affect Mattel's
The strategic value of this partnership lies in its potential to modernize and globalize Mattel's iconic brands through manga's cultural influence. Manga's explosive growth in Western markets, particularly among young readers, positions this initiative as a shrewd move to maintain brand relevance. The 8-12 age demographic is important as it represents a pivotal transition period where traditional toy engagement often declines.
The timing aligns with broader industry trends where toy manufacturers are increasingly leveraging content creation to extend brand lifecycle and combat digital entertainment competition. TOKYOPOP's expertise in manga publication provides Mattel with authentic access to this medium, potentially creating new revenue streams and reinforcing brand loyalty across different media formats.
However, the 2026 launch timeline suggests a measured approach that prioritizes quality over immediate market impact. This initiative, while promising for brand development, should be viewed as a supplementary element of Mattel's broader content strategy rather than a significant business driver.
First titles set to debut in print in 2026
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Hot Wheels logo (Graphic: Business Wire)
The first titles, including a western-style manga graphic novel series inspired by Hot Wheels and new stories featuring characters from Barbie, are set to debut in print in 2026. These series will feature fresh artwork and original stories, bringing the cherished brands to new audiences in innovative formats.
“Hot Wheels and Barbie have long been symbols of storytelling, creativity and inspiration, engaging audiences across generations,” said Ryan Ferguson, Global Head of Publishing at Mattel. “We are thrilled to partner with TOKYOPOP and expand these iconic franchises through captivating stories, bringing new adventures to fans.”
“Hot Wheels and Barbie are two of the world’s most adored toy and entertainment brands and we are excited to partner with Mattel to develop and publish new original manga-style graphic novels,” says Marc Visnick, TOKYOPOP COO and Publisher. “TOKYOPOP’s catalog is renowned for bestselling titles featuring notable characters for readers of all ages. Adding Barbie and Hot Wheels to our roster brings an exciting dimension, and we look forward to sharing these legendary brands and bold new adventures to our global audience of readers.”
The top-selling toy globally,* Hot Wheels introduces over 130 new car designs annually and has 25,000 variations in existence today. Barbie, the most diverse doll brand in the world, has inspired girls for over six decades, and continues to be a symbol of empowerment, imagination, and limitless possibilities.
This partnership builds upon Mattel’s ongoing efforts to further engage fans through storytelling. In 2024, Mattel previously announced its own publishing imprint, with Simon & Schuster serving as its sales and distribution partner.
*Source: Circana/Retail Tracking Service/G12(IT,SP,UK,GE,FR,US,CA,MX,BR,AU,BE,NE)/JAN-DEC 2023/Total Toys/Projected Units
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About TOKYOPOP, Inc.
Founded in 1997, TOKYOPOP brings Asian pop culture to
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View source version on businesswire.com: https://www.businesswire.com/news/home/20250109036838/en/
Media Contacts:
Mattel
Kristina Quintos
Kristina.quintos@mattel.com
TOKYOPOP
Erik Jansen | MediaLab Public Relations
erik@medialab-pr.com
Source: Mattel, Inc.
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