Postponed Olympic and Paralympic Games to keep Tokyo 2020 trademark for merchandise and licensing partners

The postponed Olympic and Paralympic Games Tokyo 2020 are to maintain their trademarked names in a bid to alleviate concerns around merchandise and licensing partnerships, despite the event being moved to 2021 amid the ongoing COVID-19 pandemic.

The International Olympic Committee and the 2020 Games’ host nation, Tokyo, reached the decision last week to postpone the global events scheduled to take place this summer as the world continued to deal with the ongoing issue of the coronavirus.

The weighty decision was the subject of much speculation in the weeks leading up to the announcement, as it faced major reluctance to not hold the Olympics and Paralympic Games in Tokyo this year. The move has marked an unprecedented course of action as this is the first time in its 124 year modern history that the Olympic Games has been delayed.

The games have before been cancelled altogether in 1916, 1940 and 1944 during World War One and World War Two.

Among the many elements surrounding the Olympic and Paralympic Games to be affected by the decision, of course, are its many merchandise and licensing partners now in various stages of development, production, and distribution of the official Tokyo 2020 consumer products.

A spokesperson from the IOC told Licensing.biz that while conversations with licensees have only just started, what is known is that the Games “will keep the name Olympic and Paralympic Games Tokyo 2020, so that the trademarks are not changed.”

“We are, of course, working in close collaboration with all of our licensees to ensure the success of their respective collections launch,” they said.

“As you certainly know this is an unprecedented situation and the first time in Olympic history that the Games will be postponed.”

The IOC intends to keep the industry updated on developments.

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.