Mattel targets kids licensing to drive classic franchises

Drug Store News, June 17, 2002

EL SEGUNDO, Calif. -- The entertainment licensing division of Mattel is preparing a number of major initiatives for later this year, including new programs to support such classic franchises as Hot Wheels and Matchbox, as well as games and puzzles and a relaunch of the He-Man and Masters of the Universe franchise in the entertainment division.

Meanwhile in the girls division, Mattel plans to drive sales of Barbielicensed products this summer with a $10 million media campaign that doubles the dollars spent on supporting licensed Barbie products last year. Richard Dickson, senior vice president worldwide of the Mattel girls consumer products division, said the campaign n will be the "biggest ever in the Barbie brand awareness program.

It will feature the hottest Barbie-licensed products, including cosmetics, bath and body products, lunch boxes, back p acks, stationery, accessories and bicycles.

All of the new ads for the licensed Barbie products will feature the Barbie logo, but Barbie herself will not appear in the ads. Dickson said the ads will focus on girls doing such "girl things" as ridin a arbie bike wearing a Barbie backpack or having a sleep over and putting on Barbie makeup after taking a Barbie bubble bath.

Dickson said that this year, the Mattel girls division will also be "working much more closely with retailers to create customized programs, packages and pointof-sale support materials that are right for their stores."

Keeping in sync with what Jeff Orridge, vice president of worldwide licensing for the boys and entertainment division, calls a trend toward retro and classic brands, Mattel will develop customized programs ford carr Mattel-lirug stores that licensed boys products.

"Retailers today are looking for points of difference and customization," said Orridge. "We will be working with retailers to develop innovative pre-packs designed specifically for their individual environments."

Last year, in a major customized promotional initiative, Mattel partnered with Walgreens to create a special centennial promotion that featured Hot Wheels cars and trucks that sported the Walgreens logo.

For this year s back-to-school season, the boys entertainment licensing division also will introduce a collection of Hot Wheels cars called the "Energy Car series," a series of cars focused on elements of energy, such as neutrons and protons.

Mattel also plans to create a television ad campaign for H Wheels that will feature selected licensed products as well as Hot Wheels toys. That campaign breaks next year, when Hot Wheels celebrates its 35th anniversary.

In the fall Mattel expects to launch a He-Man toy collection, and soon will announce some new licensing programs for He-Man. A 90minute He-Man television special and a daily television show are planned for the Cartoon Network. Orridge said he anticipates that the hoopla around He-Man and Hot Wheels will create significant incremental sales at retail.