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Mattel spotlights Hot Wheels TV series at Licensing Show

By Staff -- Gifts and Dec, 6/1/2009 1:12:00 PM

Mattel EL SEGUNDO, Calif.—Mattel announced today a full complement of new licensing, promotional and distribution partners for a variety of its brands, led by its initial list of supporters for the launch of the original animated TV series Hot Wheels Battle Force 5.

The CGI-animated series will debut in the U.S. on Cartoon Network and in Canada on Teletoon on September 6. The show features an elite team of teenage drivers with five “ultra-cool, ultra-fast” vehicles who must work together to save the Earth from galactic predators.

“Battle Force 5 features a new and exciting entertainment concept with plenty of crash and bash vehicular combat our fans have never seen before,” said Tim Kilpin, General Manager, Mattel Brands' Girls, Boys & Games Division. “In addition to the toy line, Battle Force 5 gives us a unique opportunity to bring the excitement of the show to life for boys through a variety of dynamic licensees, offering a wide range of products, from apparel and role play to publishing and videogames.”

Mattel’s Battle Force 5 toys will reach retail shelves in October.

The toymaker’s debut licensing program for the property includes a collection of nearly 30 licensed products for boys across 15 categories, including role-play products from Creative Designs International, electronic learning aids from Oregon Scientific, trading cards from EnterPlay, graphic novels from Del Rey/Random House, skateboards from Bravo Sports and bicycles from Dynacraft. Activision plans video games for Nintendo’s Wii and DS.

McDonald's will offer promotional support later this year and again in 2010.

In outbound licensing for the toymaker’s other properties, Mattel Brands has inked deals with partners across numerous licensed categories, including entertainment, home décor, beauty, party décor/giftables, games, food and outdoor play products for Barbie, Hot Wheels and Fisher-Price.

Highlights of the company’s new deals include a pact with interior design star Jonathan Adler for a program called Barbie Loves Jonathan Adler that will focus on décor pieces, including designer pottery, pillows, decorative objects and more, available this September; a Barbie cosmetics collection from Stila; Barbie and Hot Wheels party goods from Amscan; candy products from Hilco; games from Fundex; Barbie MP3 accessories from SDI Technologies; Barbie outdoor toys from ToyQuest; ride-on toys from J. Lloyd International for Barbie and Hot Wheels (spring 2010); Hot Wheels bikes from Dynacraft; and role-play toys from Creative Design International.

Fisher-Price licensees now include Buster Brown & Co. for infant/toddler footwear; Mayfair for additional children’s apparel; and AD Sutton for Precious Planet Collection baby gear and Hamco for Precious Planet themed bath accessories and bibs.

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