TOKYO – First Olympic games toy collection designed by Mattel has been launched as part of a new licensing agreement with the International Olympic Committee. Each product highlight inclusivity and innovation, with toys reflecting new sports at the Olympic Games Tokyo 2020.
The International Olympic Committee (IOC) and Mattel have announced the launch of their first product collection across Mattel brands to celebrate the Olympic Games Tokyo 2020. The collection features a variety of unique products across Barbie®, Hot Wheels® and UNO®.
Mattel collaborated with the IOC and Tokyo 2020 Organising Committee of the Olympic Games to create licensed toy products, as part of a new licensing agreement and in line with the IOC Global Licensing Strategy. This international product line, which will be available in the spring, highlights inclusivity and innovation, with toys reflecting the five new sports added to the Olympic programme in Tokyo – baseball/softball, sport climbing, karate, skateboarding and surfing – all to inspire a new generation of athletes and fans around the world.
“In line with our Global Licensing Strategy, this new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values,” commented Timo Lumme, Managing Director of IOC Television and Marketing Services.
“Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages,” said Janet Hsu, Chief Franchise Officer of Mattel. “The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”
