Mattel celebrates Tokyo 2020 with the launch of the first Olympic Games toy line

Mattel is celebrating Tokyo 2020 with the launch of the first Olympic Games toy collection, featuring a variety of products from across its Barbie, Hot Wheels, and UNO brands.

In an exclusive licensing agreement with the International Olympic Committee, Mattel will launch a range of products and toys each reflecting the inclusivity and innovation, as well as a host of new sports, that the Olympic Games Tokyo 2020 will represent.

New sports to be represented at this year’s Olympics include baseball/softball, sport climbing, karate, skateboarding and surfing – all to inspire a new generation of athletes and fans around the world.

The Mattel toy and product launch is part of the International Olympic Committee’s ongoing global licensing strategy.

“In line with our Global Licensing Strategy, this new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values,” said Timo Lumme, managing director of IOC Television and Marketing Services.

“Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages,” said Janet Hsu, chief franchise officer of Mattel. “The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”

Products will include Barbie Dolls Olympic Games Tokyo 2020, as the doll embraces five new sports added to the Olympic programme, and the Hot Wheels Mini Collection for The Olympic Games Tokyo 2020 representing iconic sports of Tokyo 2020, from historic sports dating back to the first Games in Athens, to new sports that make their debut this year in Tokyo.

Sports celebrated in Hot Wheels die-cast form include track and field, gymnastics, swimming, basketball and beach volleyball, and the newly added sports: baseball/softball, sport climbing, karate, skateboarding and surfing.

Two cars within the collection are Hot Wheels versions of Worldwide Olympic Partner Toyota’s vehicles ’10 Toyota Tundra and Toyota 2000 GT.

UNO will also be part of the celebrations, with the UNO Celebrating Olympic Games Tokyo 2020 line, featuring the mascot of the Olympic Games Tokyo 2020, Miraitowa.

The Tokyo 2020 Collection by Mattel will be available in retailers around the globe, as well as on the Mattel Shop.

Building on the Olympic Agenda 2020, the International Olympic Committee Global Licensing Strategy aims to create a tangible connection to the Olympic Games and Olympism through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill.

The objective is to strengthen and promote the Olympic brand, not only during the Olympic Games, but between Games as well.

The IOC Global Licensing Strategy is divided into three core licensing programmes aimed at specific target groups: The Olympic Heritage Collection, The Olympic Collection and The Olympic Games Programme.