Observed Signal · Sep 15, 2026 · Market Signal · Source: Mattel · Impact: 4/5
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...
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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 Game Studios Forms to Accelerate Digital Games for Hot Wheels, UNO, and More
Mattel announced the formation of Mattel Game Studios to accelerate digital games for its brands, including Hot Wheels and UNO. The announcement was published on August 13, 2026.
Tonies licenses Bluey, targets €1.4B revenue by 2030
Tonies, the Düsseldorf-based maker of the Toniebox interactive audio system, has signed a licensing agreement with BBC Studios to bring the children’s series Bluey (including characters Bluey, Bingo and Muffin) to its platform. Tonies said the partnership will be a major driver of its international expansion and aims to more than double annual revenue to over €1.4 billion by 2030, with an adjusted EBITDA margin of 16–18%. The company reported 2025 revenue of €630 million (up 31%) and said it has sold over 165 million collectible figures and has more than 12 million Tonieboxes in households across ten countries. Tonies flagged further global expansion (including stronger growth in the US) and product plans with other brands such as Pokémon.
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