January 7, 2015

Hallmark & Mattel ink pact for Barbie, Hot Wheels brands

With the licensing pact between Hallmark Cards Inc.and Mattel, one can extect Barbie souvenir ornaments in Hallmark Gold Crown stores.The new deal, which includes Mattel’s Hot Wheels, Monster High and Ever After High brands, also gives Hallmark the entitlement to make other ornaments and swanky products with wide...

By Shipra

With the licensing pact between Hallmark Cards Inc.and Mattel, one can extect Barbie souvenir ornaments in Hallmark Gold Crown stores.

The new deal, which includes Mattel’s Hot Wheels, Monster High and Ever After High brands, also gives Hallmark the entitlement to make other ornaments and swanky products with wider distribution in the US and Canada.

Hallmark’s planned Barbie products include eight Barbie ornaments, starting with a Celebration Barbie Bonus Pack that offers 2013 and 2014 Holiday Barbie Dolls, as well as a tiny plush Barbie doll, to be sold only in the Gold Crown stores.

Barbie also will be introduced to Hallmark’s itty bittys brand line, a collection of more than 50 popular characters fabricated in 4-inch-tall plush figures. Hallmark said plans for other Mattel merchandise will be revealed later this year. Hallmark and Mattel had licensing agreements from 1993 to 2012. Later both stalwarts came up with new licensing agreement.

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