Mattel Joins with 9 Story Media & Karma’s World Entertainment for Multi-Year Global Licensing Deal on Chris Bridges’ Upco...
April 26 2021 - 12:00PM
Business Wire
Multi-category collection expected to arrive at
retailers worldwide beginning fall 2022
Mattel, Inc. (NASDAQ: MAT) today announced that it has joined
forces with 9 Story Media Group Inc. and Karma’s World
Entertainment for a multi-year global licensing deal tied to
Karma’s World, the new CG animated series created by Chris
‘Ludacris’ Bridges set to premiere on Netflix later this year.
Mattel has the global licensing rights to develop a line of toys
for the franchise, including dolls and doll accessories, styling
heads, role play, plush and more. The collection is expected to
launch at retailers across the globe beginning fall 2022.
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“At Mattel, our purpose is to empower the next generation to
explore the wonder of childhood and reach their full potential and
we take great pride in creating a portfolio of toys that reflects
the world kids see around them,” said Nick Karamanos, Senior Vice
President, Entertainment Partnerships, Mattel. “We were inspired by
Karma’s story, and message of self-empowerment, and look forward to
introducing a line of toys that will bring her world to life for
children across the globe.”
“We are thrilled to announce Mattel as our global toy partner
for Karma’s World,” said Kyra Halperin, Co-VP Consumer Products, 9
Story. “We’ve been blown away by their passion for the brand and
creativity in translating it to a range of must-have toys for fans
of the series. With Mattel’s global reach for this age demographic
and expertise in the doll space, we know they will develop an
unrivaled program that will be loved by kids around the world.”
“Karma’s World is an important legacy that I want to leave for
my daughters,” said Bridges. “The world needs more positive
portrayals of Black girls in pop culture. Mattel has really gotten
behind Karma’s messages of empowerment, self-expression and using
your voice to change the world, and I’m so excited for the
impressive line they are developing to be available to kids
everywhere.”
Created by multi-award-winning American rapper, actor, producer,
entrepreneur and philanthropist Chris ‘Ludacris’ Bridges (Fast and
Furious Franchise, Fear Factor, Crash), Karma’s World was
originally inspired by Chris’ oldest daughter. The series follows
10-year-old Karma Grant, an aspiring musical artist and rapper with
big talent and an even bigger heart. Every episode is infused with
hip-hop music, streetwear fashion and original choreography. The
series focuses on themes of self-expression, identity, leadership,
creativity and the importance of community. Geared for children
6-9, Karma’s World is a coming of age story about a young Black
girl finding her voice and using it to change her world.
The deal was brokered by 9 Story’s dedicated brand management
and consumer products division, 9 Story Brands.
About Mattel
Mattel is a leading global toy company and owner of one of the
strongest catalogs of children’s and family entertainment
franchises in the world. We create innovative products and
experiences that inspire, entertain and develop children through
play. We engage consumers through our portfolio of iconic brands,
including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®,
Thomas & Friends®, UNO® and MEGA®, as well as other popular
intellectual properties that we own or license in partnership with
global entertainment companies. Our offerings include film and
television content, gaming, music and live events. We operate in 35
locations and our products are available in more than 150 countries
in collaboration with the world’s leading retail and ecommerce
companies. Since its founding in 1945, Mattel is proud to be a
trusted partner in empowering children to explore the wonder of
childhood and reach their full potential.
About 9 Story Brands
9 Story Brands is the dedicated brand management and consumer
products division of 9 Story Media Group, a leading content
creator, producer and distributor of kids and family focused
intellectual property. 9 Story Brands builds international
entertainment brands for kids, with expertise across creative,
brand marketing and licensing. 9 Story Brands manages merchandising
rights for top children’s properties including Daniel Tiger’s
Neighborhood, Clifford The Big Red Dog, Colorforms, Wild Kratts,
Super Why! and Karma’s World. www.9story.com
About Chris Bridges
Chris Bridges, sometimes professionally known as “Ludacris,” is
a successful actor, producer, entrepreneur and philanthropist as
well as one of music’s most successful recording artists. Chris
currently lives in Atlanta, Georgia. His love for his community led
him to found The Ludacris Foundation (TLF), in 2001. This nonprofit
organization seeks to inspire youth through education and memorable
experiences and to uplift families and communities, while fostering
economic development. For more information on TLF check out
theludacrisfoundation.org.
About Karma’s World Entertainment
Karma’s World Entertainment, founded by Chris Bridges, is an
entertainment media company dedicated to helping kids develop
self-esteem, healthy living, creativity and leadership skills
through fun music and problem-solving educational programs, with an
appreciation for diversity.
MAT-CORP
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version on businesswire.com: https://www.businesswire.com/news/home/20210426005127/en/
News Media Danit Marquardt Danit.Marquardt@mattel.com
Kristine Karaca Kristine.Karaca@mattel.com
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