On January 6th, Mattel announced at the Hong Kong Toys & Games Fair that they have signed a multi-category licensing agreement with BTS agency, Big Hit Entertainment, to produce BTS dolls, collective figures, games and more.
YouTube 'IDOL' Music Video
Mattel said the collaboration will be released this summer and will be the first toy line inspired by the seven BTS members. The dolls will be inspired in the looks from BTS's icon and YouTube record-breaking "IDOL" music video. The collaboration will be launched in summer with a first-ever BTS-inspired toy line created around the likenesses of the brand's seven members: RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook.
Mattel Twitter account screen capture
Sejal Shah Miller, SVP & Global Brand GM for Mattel said, "BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will ofer a new way for millions across the world to engage with the band," adding that "Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS".
Founded in 1945, Mattel is a leading global children's entertainment company that specialises in design and production of quality toys and consumer products, such as Barbie, Hot Wheels, Fisher-Price and Thomas & Friends.