Mattel has heightened its focus on two of its long-running brands, Barbie and Hot Wheels, after it announced a licensing deal for Barbie and a live-action film for Hot Wheels.
Barbie is set to explore occupations in the wildlife sector, after Mattel partnered with National Geographic on a global licensing deal.
The agreement will see new dolls and playsets released, which will focus on occupations where women are under represented such as Wildlife Conservationist, Astrophysicist, Polar Marine Biologist, Wildlife Photojournalist and Entomologist.
The line will come with accessories which will be certified by an all-female National Geographic advisory council, as well as the National Geographic magazine editor in chief, Susan Goldberg.
Goldberg said that National Geographic is excited to see the Barbie line inspire the next generation of wildlife explorers.
“Helping people understand the world is, and always has been, the core purpose of National Geographic.
“Through our partnership with Barbie, we are excited to reach kids in a new way, using the power of play to inspire our next generation of explorers, scientists and photographers.”
Meanwhile, Mattel also recently announced its second project to come out of its film division: a Hot Wheels live-action movie.
Similarly to the recently announced Barbie film, the Hot Wheels live-action will be created in partnership with Warner Bros. Pictures.
Mattel chairman and CEO, Ynon Kreiz, said that the Hot Wheels film plays a part in Mattel's transformation into an IP-driven business.
“We are excited to bring the thrill of a Hot Wheels live-action feature film to the big screen in partnership with Warner Bros. Pictures.
“Mattel Films has great momentum as it continues to execute on our commitment to bring global audiences new ways to experience the brands they love as we transform Mattel into an IP-driven, high-performing toy company,” he said.
The announcements were made at the end of January.