Mattel Creations drops UNO deck featuring Gary Veynerchuk’s VeeFriends NFT signature characters

Mattel has announced a collaboration for the NFT community and crypto currency holders from Mattel Creations and VeeFriends, with a reimagined UNO deck featuring Gary Vaynerchuk’s VeeFriends NFT signature characters.

As one of the first physical products created from a digital NFT brand, the new deck offers UNO fans and NFT collectors the opportunity to own a VeeFriends collectible in the physical form of an UNO deck.

Each VeeFriends x UNO deck will include one special, non-playable foil card to collect – featuring one of 17 of the VeeFriends signature characters including Charming Cheetah, Sweet Swan, Gary Bee, and more.

The collaboration marks the first-ever UNO deck that includes randomly inserted foil cards that mirror VeeFriends spectacular NFT token Colours with varying levels of rarity for all 17 VeeFriends characters, with the Gary Bee card being the hardest for collectors to find.

As part of the UNO brand’s entry into the ultra-rare collectible space, the Professional Sports Authenticator (PSA), the largest trading card grading service, will begin grading UNO Cards starting with the VeeFriends x UNO collectible.

“As Mattel continues to pioneer bringing toy brands into the NFT space, we are thrilled to be working with Gary and his impressive VeeFriends collectibles,” says Richard Dickson, President and Chief Operating Officer, Mattel. “Gary’s leadership in this digital dialogue, coupled with our number-one card game in the world UNO, is sure to create a collectible craze as we continue to redefine the intersection between gaming, digital art and collectability.”

Each VeeFriends x UNO deck also includes a new special rule card, the Wild Sharing Squirrel card, which requires the next player to post a selfie of themselves and all the cards in their hand to social media with the hashtag #veefriendsuno.

“If you told 9-year-old Gary that he was doing a collaboration with UNO, he would jump in the swimming pool and swim laps for the rest of his life out of excitement,” says Gary Vaynerchuk. “I’m so incredibly honoured to take my VeeFriends intellectual property and team up with one of the most iconic properties in the world. Not only am I honored, and little me is excited – I’m mostly excited for all the people who are going to be able to play this game, expand the VeeFriends universe and enjoy some of the collectibility that comes along with this collaboration.”

The new collectible will be available exclusively on Mattel Creations, Mattel’s direct-to-consumer platform featuring curated items that both celebrate and expand Mattel’s intellectual property.

The VeeFriends x UNO deck is available for $25 pre-sale exclusively at

UNO teams up with Nike and Giannis for a Wild Product Collection

Mattel is dropping the first-ever collaboration between UNO and Nike, featuring a product line developed in coordination with the 2019-20 Kia NBA Most Valuable Player and UNO fan, Giannis Antetokounmpo.

“I want every product to be genuine and authentic, and playing UNO with my brothers is a big part of our lives,” says Antetokounmpo. “The Nike team has done a great job bringing my ideas to life, and I think they’ve created something for every Nike, UNO and basketball fan in this collection.”

“Working with Nike and Giannis to design and curate this collection was truly an honour, and this collaboration shows how UNO can bring people together, including the Antetokounmpo family,” said Ray Adler, Global Head of Games, Mattel. “Partnering with this iconic brand and world-renowned athlete is the perfect celebration of UNO’s 50th anniversary.”

The collaboration features details that celebrate Giannis and his family’s love of UNO, incorporating the game’s iconic colors, design elements and a special 3-4 card design into the products, a footwear line, apparel capsule and branded UNO deck.

The footwear line features Nike’s signature Zoom Freak 3, Air Force 1 and Offline with UNO colorways and Giannis’s design. There will also be a Zoom Freak 3 Member-only black colorway with an UNO 50th anniversary logo on the tongue and wild cards across the toe, plus fun primary color hits to complete the UNO look.

The special-edition Nike apparel capsule includes a classic cotton t-shirt and hat with Giannis’s number displayed. The footwear line and apparel capsule will be sold on in the coming months.

A Giannis-branded UNO deck will also debut, featuring a new rule where players can “force a turnover” to steal an extra discard. The deck will be sold on Mattel Creations and NTWRK starting November 11.

As a part of the collaboration, the UNO! mobile app will integrate the Giannis-branded UNO deck to use on iOS and Android devices. With the cards, players can use the “force a turnover” rule and decorate their profiles with themed rewards. The cards and other rewards will be available during the UNO x Giannis in-app event from November 1 through November 30.

Fans can visit @UNO, Nike and @MattelCreations and for more information.

Mattel partners with contemporary artist and activist Shepard Fairey to launch environmentally focused UNO

Mattel has partnered up with the renowned contemporary artist, activist, and illustrator, Shepard Fairey for the release of a new UNO deck made with sustainable materials and themed around the artist’s environmental activism.

The new deck has been designed by both Fairey and the UNO team at the artist’s LA studio, Studio Number One and features new, original environmentally-themed art in Fairey’s iconic graphic style and design elements. These elements include a consistent illustration style and colour palette to mirror the artist’s signature style.

The latest in Mattel’s UNO Artiste Series, the new launch – housed on Mattel Creations – joins a line up of previous artists to have featured in the UNO series, including Jean-Michel Basquiat, Keith Haring, and Nina Chanel Abney.

Shepard Fairey’s collaboration with Mattel sees the toymaker deliver an UNO deck made entirely with sustainable materials, including recyclable cards, a paper belly band around the cards, wood-free paper for the instruction sheet and the removal of all cellophane wrapping.

This special deck follows an earlier launch of UNO Nothin’ But Paper, recognised as the first fully recyclable UNO deck that did away with its cellophane packaging materials as part of the brand’s plan to remove the cellophane from 100 per cent of standard, paper-based decks in 2021. This is also in line with Mattel’s goal to achieve 100 per cent recycled, recyclable, or bio-based plastic materials across its products and packaging by 2030.

To take the partnership to the next level, Mattel is also making a donation on behalf of Fairey to Ocean Conservancy, a nonprofit organization dedicated to protecting the oceans through federal and state legislation, in support of his initiatives.

Mattel and rapper Lil Yachty to co-produce UNO live-action comedy heist film

Mattel’s best-selling family card game, UNO has landed its own live-action motion picture, the global toy maker has revealed, tapping the Grammy-nominated rapper Lil Yachty to co-produce.

The toy maker’s entertainment division, Mattel Films has confirmed that the production will work from a screenplay for an action heist comedy, set in the underground hip hop world of Atlanta. Robbie Brenner, executive producer, and Kevin McKeon, supervising producer, will lead the project for the company.

In addition, Quality Control’s Kevin “Coach K” Lee, Pierre “P” Thomas and Brian Sher will produce for Quality Films.

“At Mattel Films, we are looking to explore stories that bring our brands to life in unexpected ways,” said Brenner. “UNO is a game that transcends generations and cultures and we look forward to partnering with Lil Yachty, as well as with Coach, P and Brian Sher, to transform the classic UNO game into a comedic action adventure.”

“I’m so excited to be part of this film with Mattel,” added Yachty. “I played UNO as a kid and still do today, so to spin that into a movie based on the Atlanta hip hop scene I came out of is really special. It hits close to home for me.”

Conceived in 1971 in a barbershop in Cincinnati, Ohio, UNO was created as a way for families to spend time together, and quickly became a household staple. Five decades later, UNO, now available in over 80 countries, has grown into a global sensation that offers fans of all ages a variety of innovative card-based and digital games.

In celebration of UNO’s 50th anniversary this year, Mattel is releasing one of the brand’s largest product lines offering new twists on gameplay, is planning a global UNO Tournament and is collaborating with a variety of iconic names across art, fashion, sports and more.

UNO joins other Mattel Films projects in development including movies based on American Girl, Barbie, Barney, Hot Wheels, Magic 8 Ball, Major Matt Mason, Masters of the Universe, Thomas & Friends, View Master and Wishbone.

Mattel Television is developing a game show around its popular family game UNO

Mattel’s world popular card game UNO has landed a new television deal, as the global toy maker detailed this week its plans to develop a new game show around the family gaming brand.

Described as a ‘larger than life televised competition,’ the UNO Game Show will feature four teams who will face off to become the ‘ultimate UNO champion.’ According to Mattel’s announcement via The Wrap, the show will incorporate audience participation, over the top physical challenges, and trivia.

Mattel Television is producing the series in partnership with Propogate, with “Let’s Make a Deal” showrunner John Quinn attached to executive produce. Adam Bonnett of Mattel and Ben Silverman, Howard T. Owens and Greg Lipstone of Propagate also serve as executive producers.

UNO was first developed in 1971 and was acquired by Mattel in 1992 where it has become one of the most recognisable family games in the world. It is currently sold in more than 80 countries and boasts a wide portfolio of themed versions.

This isn’t the first time Mattel has played with the idea of an UNO television series. A previous game show adaptation was put into development in 2013 at The Gurin Company but did not move forward to series.

“UNO is the most popular game in the world and is a fixture in pop culture, making it the ideal franchise to build a reality game show around,” said Mattel’s Bonnett in a statement.

“Ben, Howard, Greg and John have deep expertise in unscripted content and are the perfect partners to help us transform UNO into a television series for the whole family.”

In a joint statement, Owens and Silverman said: “UNO is a beloved game that has been entertaining people worldwide for generations. We are excited to team with Mattel and John Quinn to translate the game for television, and think ‘The UNO Game Show’ will be perfect for family viewing.”

Mattel has the power in new Masters of the Universe toy line reveal featuring UNO, Fisher-Price and Mega Construx

Mattel has unveiled a new generation-spanning collection of toys, action figures, tabletop games and even a themed version of its popular card game UNO all based on the Masters of the Universe franchise, proving that the global toymaker really does ‘have the power.’

Revealed at this year’s virtual edition of Power Con, Mattel finally shed light on the much anticipated Masters of the Universe toy line for 2021, a launch that will coincide with the arrival of a new Masters of the Universe series on Netflix. And it’s a range designed to truly bring generations together.

For the first time, Masters of the Universe is launching in to the pre-school space with a line of Fisher-Price toys under the Little People moniker. The line-up of four figures features He-Man, Skeletor, Man-at-Arms, and Beast Man.

Mattel then begins to transition up the age groups with the introduction of a new action figure line from its Imaginext collection. The Fisher-Price Imaginext Masters of the Universe XL Action Figures line features a collection of super-sized 10-inch action figures including He-Man, Skeletor, and Beast Man.

Mega Construx comes roaring into play as the brand expands its Masters of the Universe offering with a reissue of last year’s Pro Builders Series Castle Grayskull. The 3,508-piece building set includes three floors featuring the Throne Room, Command Centre, Dungeon, Power Sword-activated Jawbridge, and more. It also includes six collectable micro action figures.

Meanwhile, the Mega Construx Masters of the Universe Skeletor Skull Assortment comes with three collectable Skeletor heads, each containing micro action figures and building materials.

Skeletor and Panthor signature sets complete the line up, alongside a Battle Ram vehicle with Tri-Klops and Mekaneck micro action figures.

Mattel has also got the gaming sector covered with a Masters of the Universe themed version of its hit game UNO. The new launch features vintage artwork from the franchise’s archives of oil paintings created by Williams George and Ruby Obero in the 1980s, tapping into the retro-revival with vintage appeal.

Finally, Mattel has also detailed the first tabletop roleplaying game to feature Masters of the Universe, introducing players to Legends of Grayskull. The launch is the result of a multi-year licensing deal with Fandom – the team that developed D&D Beyond – to produce a roleplaying game complete with a 250 page hardcover guidebook with pull-out maps, a digital companion app and toolset, a community content creation and sharing platform, and a ‘play programme that gives fans the chance to participate in a connected, living story with other players around the world.’


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.