EL SEGUNDO, CA — Barbie® announced a new licensing partnership today with Toy State®, a toy industry leader and innovator in licensed and highly-stylized ‘lights and sound’ and radio controlled (R/C) toy vehicles. Inspired by the number one fashion doll in the world, Toy State will utilize its design and manufacturing expertise to develop Barbie licensed and custom R/C vehicles. Product will be manufactured under Toy State’s Nikko™ brand, with the agreement kicking off this year and running through 2017.
“We are absolutely thrilled to be working with Mattel on the Barbie brand,” said Andy Friess, President and SVP of Global Marketing for Toy State. “Barbie holds a special place in peoples’ hearts. She’s been a pioneer and fashion icon for more than 56 years, and she continues to be a great role model for girls around the world. It’s with great excitement that we approach this new partnership and look forward to creating a line of R/C cars that truly captures the essence of Barbie.”
Toy State has worked in partnership with Mattel brands since 2013 when it first agreed to a licensing contract with Hot Wheels™, before expanding the relationship in early 2015 to add rights to develop product under the Thomas & Friends™ brand in the Asia Pacific region.
“Over the past 3 years, Toy State has been a terrific partner for our brands,” said Nancy Geller, Senior Director, Licensing. “They have continually pushed the limits of innovation and fun in product development for Hot Wheels and Thomas & Friends, and we are very excited to see what they have in store for Barbie.”
“Partnering with leading global brands is a responsibility we take very seriously, and it has enabled Toy State to successfully expand our retail footprint,” said Friess. “Entering the girls’ toy aisle with the Barbie brand is a great opportunity to grow our successful relationship with Mattel brands, and we can’t wait to get started.”
New Barbie R/C vehicles are scheduled to hit retail shelves in the United States and Canada starting in the fall of 2016. Initial trade previews of the line are scheduled for the upcoming Fall Toy Preview in Dallas, Texas from October 6-8 at the Dallas Market Center. Toy State’s core portfolio, which includes Road Rippers®, Nikko, Hot Wheels, Caterpillar®, WWE®, Thomas & Friends and DC Super Friends®, will now expand to include the iconic Mattel brand.
Om Toy State
About Toy State For 30 years, Toy State has been an innovator and industry leader in the manufacture of ‘lights & sound’ and R/C toy vehicles. Founded in 1984, Toy State’s portfolio features their flagship Road Rippers® and Nikko™ brands. The company also boasts Hot Wheels™, WWE® and James Bond 007™ lights & sound and radio controlled vehicles, as well as Cat® and Cat® Preschool construction toys. Working with the world’s leading automakers, and Caterpillar, the leading manufacturer of construction equipment, Toy State products provide hours of enjoyment for kids of all ages.