Mattel vs The LEGO Group

Mattel and BBC Studios Expand the World of Bluey Through Multi-Brand Global Licensing Partnership

Mattel and BBC Studios Expand the World of Bluey Through Multi-Brand Licensing Partnership. The first products from the collaboration arrive Fall 2026. EL SEGUNDO, Calif., September 15, 2026 — Mattel, Inc. (Nasdaq: MAT), a leading global play and family entertainment company and owner of one of t...

Mattel Partners with BBC's Bluey Across Multiple Brands

Mattel announced a multi-year global licensing partnership with BBC Studios to bring the animated series Bluey to five of its major brands: Fisher-Price's Little People, Barbie, Polly Pocket, Hot Wheels, and UNO. This move is part of Mattel's strategic shift from a traditional toy maker to a 'brand management company' focused on building lifelong fandom through an ecosystem of toys, entertainment, and live experiences. The partnership was announced by Mattel's chief marketing and brand officer, Roberto Stanichi, at ADWEEK's Brandweek. The collaboration aims to leverage Bluey's emotional resonance to deepen consumer engagement and expand Mattel's franchise ecosystem, aligning with its brand pillars of centering fans and creating immersive experiences.

• Mattel and BBC Studios signed a multi-year global licensing partnership for Bluey.
• Bluey characters will appear in Fisher-Price Little People, Barbie, Polly Pocket, Hot Wheels, and UNO products.
• The deal was announced by Mattel's CMO Roberto Stanichi at ADWEEK's Brandweek.

Mattel Game Studios Targets Mobile Hit Like Monopoly Go

Mattel is restructuring its gaming division, now known as Mattel Game Studios, to pursue a blockbuster mobile title similar to Hasbro and Scopely's Monopoly Go. After acquiring NetEase's stake in the joint venture Mattel163 in February 2026 and rebranding in August, Mattel aims to leverage its iconic IPs like Uno, Barbie, and Hot Wheels for mobile and other gaming platforms. Devin Nambiar, COO, oversees a team of about 300 spread across LA and Hangzhou. The company plans to launch games tied to major movie and toy releases, with ambitions to replicate the success of Monopoly Go, which generated significant revenue for Hasbro. Mattel views this as a long-term digital transformation initiative spanning five to ten years.

• Mattel acquired NetEase's stake in the joint venture Mattel163 in February 2026.
• Mattel163 rebranded as Mattel Game Studios in August 2026.
• Devin Nambiar, former EA executive, serves as COO of Mattel Game Studios, overseeing ~300 employees in LA and Hangzhou.

Strong demand and brand relevance drive LEGO Group revenue up 21%, operating profit up 22% in H1 2026

The LEGO Group reported financial results for the first half of 2026, with revenue and operating profit both growing double digits, building on a record 2025, and gaining market share.

Strong demand and brand relevance drive LEGO Group revenue up 21%, operating profit up 22% in H1 2026

The LEGO Group Newsroom added multiple new announcements, including H1 2026 financial results, the LEGO Star Wars UCS Executor Super Star Destroyer, a new LEGO Super Mario range, the DC Batman Returns Batmobile set, a Harry Potter Ministry of Magic Collectors' Edition, and a second LEGO Star Trek set.

The LEGO Group unveils first ever LEGO® SpongeBob SquarePants set for adults

In celebration of the inaugural SpongeBob Day and SpongeBob’s birthday, the LEGO Group unveils the LEGO® Icons SpongeBob SquarePants: Bikini Bottom building set, featuring iconic locations and characters.