Mattel unveils first third-party consumer products licensing partnership in China

Posted October 25, 2016

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MattelMattel and Silvergate Media announce new partnership for Octonauts franchise - the first third-party brand consumer products program to be managed by Mattel in China

Partnership underscores Mattel’s commitment to building powerful franchises

Mattel remains a top licensor of choice in China and Asia, with over 110 licensees and three years of double-digit growth, driven by its region-wide licensing network and innovative third-party licensing partnerships

[Shanghai, China – October 17, 2016] – Mattel today announced a new agreement with U.K.’s Silvergate Media for its popular animated series Octonauts. This first-ever deal entails Mattel managing the consumer products program with local licensees in China for a third-party.  Mattel will showcase this Octonauts partnership alongside other exciting new collaborations as part of its exhibition at the China Licensing Expo in Shanghai, from October 19-21.

Peter Broegger, Managing Director, Mattel Asia Pacific said: “We are very excited about taking our partnership with Silvergate to the next level. By managing the Octonauts toy line and consumer products in China, Mattel is truly consumer first.  This consumer focused lens helps us better deliver on this franchise’s value proposition – teaching and inspiring deep sea adventures and inviting children to become underwater adventure heroes.  Partnerships such as this one enable us to continuously inspire the wonder of childhood through innovative products and experiences for children in China.”

Ron Allen, SVP Commercial at Silvergate Media said: “Octonauts now has millions of fans in China, and we’re delighted Mattel will be our partner in taking the property to the next level. The Octonauts toy range is already a success in China, and this partnership will deliver a compelling merchandising programme, superb in-store execution, and strong marketing campaigns in one of our most important markets.”

New ways to delight our consumers with innovative brand campaigns

Mattel continues to activate its brands in innovative and engaging ways through surprising and delightful collaborations with a wide spectrum of partners.

Recently Barbie announced a partnership with Amazon, who helped launch the brand’s new empowering message to all girls: ‘You Can Be Anything.’ A One of a Kind Barbie doll supported this partnership launch and Barbie became the first non-publishing brand to be featured on Amazon kindles in China.    Additionally, during Mid-Autumn festival, Thomas & Friends introduced Yong Bao, its first friend and engine from China, on the Great Wall and Shanghai Bund.  The brand is integrating a Chinese character and culture into its content, as part of its broader efforts to create engaging and relevant experiences for Chinese consumers.  And with the aspirational brand message of “Best Possible Start,” Fisher-Price aims to support early childhood development for all children.  Fisher-Price collaborated with brand ambassador Kun Ling on the “Fisher-Price Gold Talent Competition” in Shanghai.

“Mattel remains committed to being one of the top licensors of choice in China and Asia Pacific by deepening consumer affinity for our existing brand portfolio and creating new experiences that meet evolving consumer needs. Our licensing business continues to contribute strongly to Mattel’s overall growth, and with exciting new collaborations in the pipeline such as this new program with Octonauts, we are highly optimistic about our future growth potential.  Our consumer products partnerships extend Mattel’s market leadership position, strong brand portfolio, franchise network, and complete licensing expertise to our licensee partners.” said Devin Lau, Senior Director, Consumer Products for Mattel APAC.  Mattel will also be revealing other new collaborations at this year’s China Licensing Expo, including a groundbreaking strategic partnership that represents a first for China’s licensing industry.

About Mattel

Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel’s portfolio of global consumer brands includes American Girl®, Barbie®, Fisher-Price®, Hot Wheels®, Monster High® and Thomas & Friends®, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at

For media enquires:

Cindy Choo

Weber Shandwick on behalf of Mattel

T: +86 2411 0003

Email: [email protected]