EL SEGUNDO and LOS ANGELES, Calif., January 9, 2025 –Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, and pioneering manga and anime media brand TOKYOPOP, today announced a partnership to develop original manga-style graphic novels for children ages 8-12 based on Mattel‘s Hot Wheels® and Barbie® brands.
The first titles, including a western-style manga graphic novel series inspired by Hot Wheels and new stories featuring characters from Barbie, are set to debut in print in 2026. These series will feature fresh artwork and original stories, bringing the cherished brands to new audiences in innovative formats.
“Hot Wheels and Barbie have long been symbols of storytelling, creativity and inspiration, engaging audiences across generations,” said Ryan Ferguson, Global Head of Publishing at Mattel. “We are thrilled to partner with TOKYOPOP and expand these iconic franchises through captivating stories, bringing new adventures to fans.”
“Hot Wheels and Barbie are two of the world’s most adored toy and entertainment brands and we are excited to partner with Mattel to develop and publish new original manga-style graphic novels,” says Marc Visnick, TOKYOPOP COO and Publisher. “TOKYOPOP’s catalog is renowned for bestselling titles featuring notable characters for readers of all ages. Adding Barbie and Hot Wheels to our roster brings an exciting dimension, and we look forward to sharing these legendary brands and bold new adventures to our global audience of readers.”
The top-selling toy globally, Hot Wheels introduces over 130 new car designs annually and has 25,000 variations in existence today. Barbie, the most diverse doll brand in the world, has inspired girls for over six decades, and continues to be a symbol of empowerment, imagination, and limitless possibilities.
This partnership builds upon Mattel’s ongoing efforts to further engage fans through storytelling. In 2024, Mattel previously announced its own publishing imprint, with Simon & Schuster serving as its sales and distribution partner.
*Source: Circana/Retail Tracking Service/G12(IT,SP,UK,GE,FR,US,CA,MX,BR,AU,BE,NE)/JAN-DEC 2023/Total Toys/Projected Units
