MGA Entertainment’s LOL Surprise becomes latest toy brand to make move into NFTs

MGA Entertainment’s hit fashion doll brand, LOL Surprise is the latest toy brand to enter the digital collectable space, having partnered with the New Zealand based NFT app, VeVe.

Through the partnership, a series of limited edition, singularly unique digital collectables will be developed, giving fans the opportunity to collect their favourite LOL dolls and characters as 3D models which can be animated and made interactive.

The partnership marks the first time that VeVe has developed a series of NFTs based on a property taken form the children’s market.

Currently recognised as the only app of its kind, VeVe allows fans to interact with their collections through mixed reality technology that brings their favourite toys and other collectables to life. Fans will also be able to share their own curated collections of photos, videos, and virtual showrooms with their friends and the fan community using the app’s features.

“This is a very exciting step to be partnering with the world’s largest toy brand and we look forward to offering a new and exciting way for fans to play and engage,” said David Yu, co-founder and CEO, VeVe.

“With hundreds of thousands of satisfied adult fans we look forward to creating offerings for younger fans.”

VeVe NFT digital collectibles are minted on the blockchain, which allows for an immutable record of authentication and for fans to collect their digital products in a fun and engaging experience. Since last December, the VeVe app has been downloaded more than 350,000 times and has sold over 580,000 NFT digital collectibles to avid fans.

VeVe is currently one of the top apps in the entertainment category on the Google app store.

On top of that, earlier this year VeVe announced its plans to be the first carbon neutral NFT platform and committed to 100 per cent carbon neutral NFTs, offering grants to environmental nonprofits to raise money for causes.

“We are very excited to be working with a company who, like MGA, creates unique ways to experience the world of fandom. Combining technology with toys has been successful for us in the past and we are looking forward even more success with VeVe,” said Isaac Larian, CEO and founder of MGA Entertainment.

More details on the L.O.L. and other MGA collectibles series, including drop date, will be announced in the coming weeks.

Mattel partners with fashion company Zara to launch Barbie clothing collection

Mattel’s iconic fashion doll brand, Barbie has launched a new clothing collection with the international fashion company, Zara in a deal that marks the first time the two brands gave come together on a bespoke collaboration.

The consumer products partnership will roll out globally online and in-store and includes an eight piece female activewear collection, including hoodies, jogging trousers, long sleeve tops, t-shirts, shorts, and swimwear.

The clothing selected by the Zara fashion team for Barbie to wear showcases new creative images that are printed on two different tees that make up a part of the bigger collection all available to purchase online and in-store globally.

Additionally, a limited-edition of Barbie dolls will be sold on Zara online. The collection features two dolls, each wearing statement activewear stamped with “Zara Barbie 1959.” The Zara Barbie doll wears a cozy oversized-hoodie paired with joggers.

The doll is fully articulated and includes a doll stand and will retail at €34.95 (£29.99) with all proceeds going to Spanish charity Entreculturas.

Lisa Weger, head of consumer products Europe, said: “Barbie’s newest collaboration with Zara, reflects the latest spring trends in great style, perfectly tied with the power of the Barbie brand. We’re excited to see it come together in a strong and accessible collection that will attract Barbie and Zara fans around the world.

“The new collection will anniversary a Barbie line launched in summer 2020 that included a range of colourful printed t-shirts and bodysuits that leaned on the heritage of Barbie and its logo aesthetic. These products were exceptionally well received with its customers and fans of Barbie, and this new partnership aims to build on this success.”

Cardi B launches her own fashion doll with women-owned toy brand Real Women Are

The multi-platinum recording artist, Cardi B, has launched a limited edition fashion doll in partnership with Real Women Are, a new diverse and inclusive doll brand, in timed to coincide with Women’s History Month.

Recognised as a female entrepreneur, Cardi B inspired and created the doll in her outspoken and confident likeness, partnering with the ground-breaking doll brand, Real Women Are that itself has been inspired by influential and impactful women of colour.

The new Cardi B doll was made available via an exclusive waiting list on March 5th for 72 hours. Fans and collectors who reserved the doll will be guaranteed a doll for purchase this July.

The partnership between Cardi B and Real Women Are represents a collection of firsts for the artist and the new brand. This is Cardi B’s first doll as she provided inspiration, led creative direction and was an integral part of the production process.

Meanwhile, Real Women Are is the first minority-women owned and led doll brand targeting women and girls of all ethnicities backed by the National Entertainment Collectibles Association (NECA), whose toy division was started nearly 20 years ago.

For both Cardi B and NECA, the launch of the Real Women Are brand is especially timely as Gen Z and Gen Alpha girls come of age in today’s cultural landscape that recognizes the need for diversity, inclusion and representation on an unprecedented scale.

“As everyone knows, I’m a mum. And today, more than ever, it’s important to me to give my daughter inspiration and badass women to look up to,” said Cardi B.

“Working with Real Women Are is a chance for me to provide my daughter and other little girls something that looks like them to play with to inspire them. We’re in the White House now, but we’re still so far behind in other places. Representation matters.”

Backed by toy and collectible juggernaut NECA, the Real Women Are brand is majority-owned and run by women of colour and the influential women who inspire the dolls themselves, called the Real Women Alliance. The goal of the brand and the Real Women Alliance is to provide dolls that celebrate powerful women and champion authenticity.

“What makes Real Women Are special is that young girls of color are a priority to the doll brand,” said Cardi B. “We want them to know that they are special. That they are worthy of having a toy that looks like them. We’re not building Real Women Are as an afterthought or something just to check off a box. Creating a doll that is a mirror of our daughters, nieces and granddaughters is at our very core.”

The Cardi B doll’s ensemble will be fashion-forward featuring on-trend contemporary designs. Her hair and make-up will reflect the latest in beauty trends. The doll will include additional wardrobe and accessories, which will be sold separately.

Future dolls from Real Women Are will offer dolls in various colors, shapes, sizes, and abilities.

Mattel and Nickelodeon partner for Monster High TV series and TV movie musical

Mattel and Nickelodeon have drawn up plans to produce a new animated series and live-action television movie musical based on the popular toy franchise, Monster High – a brand centered on the children of some of pop culture’s most notorious monsters.

The new series will follow the story of Clawdeen Wolf, Draculaura, and Frankie Stein as they navigate high school in the hallowed halls of Monster High. The series will be available globally across Nickelodeon platforms with a scheduled premiere date of 2022.

Similarly, the movie musical event, which marks the first time Monster High will be brought to life in live action, will be available on Nickelodeon platforms globally next year.

“Monster High’s strong message of inclusivity is more relevant than ever,” said Fred Soulie, general manager, Mattel Television. “Nickelodeon shares our passion for the brand and its purpose having worked on the franchise when it first launched more than a decade ago. They are the ideal partners to bring these beloved characters and their stories to life through episodic television and the live-action television movie.”

Ramsey Naito, president of Nickelodeon Animation, added: “These classic monsters have always captured kids’ imaginations and we are so excited and proud to welcome Monster High to our brand for a new generation of kids.

“We have terrific partners on board at Mattel to create original content in different formats, and, with the expertise of the Nick creative team helmed by Claudia Spinelli on the animation development side, and Zack Olin and Shauna Phelan on the live-action side, we can’t wait to showcase the comedy and adventure of these characters as they defy expectations and take on the world.”

Adam Bonnet, executive producer, Mattel Television, said: “We could not be more excited to work with Ramsey, Claudia, Zack, Shauna, our writers and the entire Nickelodeon animation and live-action teams to introduce Monster High to a new audience.

“This property has always resonated deeply with fans and our reimagination of the franchise will focus on addressing important themes of identity and empowerment for kids today.”

The Monster High series and movie musical event join other Mattel Television content in production, including series and specials based on Barbie, Masters of the Universe, Thomas & Friends, Polly Pocket and Fireman Sam, to name a few.

The forthcoming Monster High series and movie underscore a key element of Nickelodeon’s content strategy, to build and expand the worlds of enormously popular franchises such as Star Trek, SpongeBob SquarePantsHenry Danger, Big Nate and Real Pigeons Fight Crime among others, to give audiences more of what they love.

Production on the Monster High animated TV series is overseen for Nickelodeon by Claudia Spinelli, senior vice president, Animation Development. Shea Fontana (Polly Pocket, DC Super Hero Girls) is serving as the showrunner. Jenny Jaffe (Big Hero 6: The Series, Rugrats) and the writing team of Greg Erb and Jason Oremland (Princess and the Frog, Playmobil: The Movie) have been tapped to write the Monster High live-action television movie.

Monster High was first introduced in 2010 with a global fan base embracing its message of inclusivity. Beginning in 2022, Mattel will be refueling the franchise and introducing Monster High to a whole new generation of kids.

Mattel’s Barbie launches new diversity ranges as its named gobal toy property of the year by NPD

Having recently been named the 2020 top global toy property of the year and the number one fashion doll in the UK by the NPD Group, Mattel’s Barbie is pushing forward with its mission to represent global diversity and inclusivity further within the fashion doll aisle.

Through new additions to its Fashionistas line-up, the Barbie brand now welcomes its latest inclusivity push with Ken in a wheelchair, Ken with rooted hair, and a Barbie with lighter skin with vitiligo.

The Barbie Fashionistas line is recognised as the doll brand’s most diverse and inclusive range with more than 175 looks, offering children a variety of skin tones, eye colours, hair colours and textures, as well as body types and fashions to choose from. The latest additions to the range are reflective of the responsibility that Mattel takes in broadening the fashion doll brand’s diversity by bringing new inclusivity to the Ken doll collection.

The new diverse range will be available across the UK from this February. The brand will also be rolling out new product packaging that includes a reusable bag for kids to carry their dolls and improve portable play.

“As Barbie accelerates to new heights as the number one global toy property and holds as the number one fashion doll property, the message is clear that Barbie brand is more relevant than ever,” said Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel.

“As the most diverse fashion doll line on the market, we take great responsibility in better reflecting the world around us and know there are many positive benefits to exposing children to dolls with different skin tones, hair types, abilities and more.

“We are proud to offer an even wider range of diverse choices with the latest Barbie Fashionistas line so more kids see themselves reflected in our doll line.”

Mattel and Sanrio to launch new doll range across Amazon and Smyths Toys in the UK

Global toy maker Mattel and the lifestyle brand Sanrio are kicking off their new partnership with the launch of a new toy and accessory collection featuring Hello Kitty, My Melody, and Badtz Maru across Amazon and Smyths Toys in the UK from January 2021.

The never-before-seen collection will tap into the current nostalgia trend and will include a new doll line featuring fun characters of fashion, all accompanied by Hello Kitty and Friends. Fans can expect to find play-sets, surprise elements, collectables, and stationery.

Highlights from the collection will include:

Sanrio Double Dippers: Sanrio Double Dippers collectible sets are filled with sweet surprises. Each set includes one Hello Kitty figure, one removable hat accessory, and one doughnut or cake accessory

Hello Kitty and Friends Éclair Doll: Éclair doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and bow headpiece to match her bestie, Hello Kitty.

Hello Kitty and Friends Stylie Doll: Stylie doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and bow headpiece to match her bestie, My Melody.

Hello Kitty and Friends Jazzlyn Doll: For fashion play, Jazzlyn doll comes dressed in trendy clothes and accessories like glittery high-top sneakers, a vinyl skirt, and headpiece to match her bestie, Badtz-Maru.

Hello Kitty and Friends Minis Hamburger Diner Playset: Savor the fun with this Hello Kitty Hamburger compact loaded with fun surprises.

Hello Kitty and Friends Minis Tea Party Playset: Pinkies up for this Hello Kitty Tea Party compact filled with surprises.

Hello Kitty and Friends Minis Beach Pencil Playset: Make a splash with this Hello Kitty Watermelon beach-themed pencil box set that features a playset, storage, and stationery supplies.

Hello Kitty and Friends Minis Carnival Pencil Playset: This Hello Kitty Candy Carnival pencil box set features a playset, storage, and stationery supplies.

Hello Kitty Plush: Made with soft fabrics and at 8-inches tall, she’s the perfect size for take-along play.

Sanrio Surprise Stamper: These Sanrio Surprise Minis collectibles are triple the fun, with eight to collect. Each figure is a self-stamper, pencil-topper, and keychain.

“This collection offers Sanrio fans a whole new way to experience the brand in a fun and entertaining way,” said Jill Koch, SVP of sales and business development at Sanrio, Inc. “Over the past 60 years, Sanrio has cemented a legacy built on the foundation of Small Gift, Big Smile and this collection with Mattel encompasses that so well.”

Silvia Figini, chief operating officer Sanrio – EMEA, India and Oceania, Mr Men – Worldwide, added: “The toy range will be an amazing combination of both cuteness and freshness and we are sure consumers will be excited: both young girls and their mothers will love spending time together playing with the tiny accessories and the surprise collectibles.”