A first for Olympics: Mattel launches Tokyo 2020 toys range

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Mattel, a leading global children’s entertainment company that specialises in design and production of quality toys and consumer products, has launched first Olympic Games toy collection as part of the new licensing agreement with the International Committee. The Olympics Toys, designed in synch with the Tokyo 2020 theme, highlight inclusivity and innovation with each product reflecting new sports at the Olympic Games Tokyo 2020.

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The International Olympic Committee (IOC) and Mattel have jointly 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 has 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.”

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The Mattel range of Olympic mechandise toys will include:

BARBIE DOLLS OLYMPIC GAMES TOKYO 2020

Courtesy: Mattel Tokyo 2020

Embodying the style of Tokyo 2020 in unrivalled fashion, Barbie enters the world of the Olympic Games by embracing the five new sports added to the Olympic programme.

HOT WHEELS MINI COLLECTION FOR TOKYO 2020

Courtesy: Mattel Tokyo 2020

The Hot Wheels Olympic Games Tokyo 2020 Mini Collection represents iconic sports of Tokyo 2020, from historic sports dating back to the first Games in Athens to new sports that make their debut this year in Tokyo.

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Sports celebrated in Hot Wheels die-cast form include fan favourites such as track & field, gymnastics, swimming, basketball and beach volleyball, and include the new sports of baseball/softball, sport climbing, karate, skateboarding and surfing.

Two cars within the collection are Hot Wheels versions of Worldwide Olympic Partner Toyota’s vehicles ’10 Toyota Tundra and Toyota 2000 GT.

UNO CELEBRATING OLYMPIC GAMES TOKYO 2020

Courtesy: Mattel Tokyo 2020

Featuring the mascot of the Olympic Games Tokyo 2020, “Miraitowa”, this limited-edition UNO deck celebrates the Olympic Games Tokyo 2020 with a unique design and a special rule fitting for the world’s most iconic sporting event.

The Tokyo 2020 Collection by Mattel will be available in retailers around the globe, as well as on the Mattel Shop.

Building on Olympic Agenda 2020, the IOC Global Licensing Strategy aims to create a tangible connection to the Olympic Games and Olympism through merchandising programmes that are aligned with the Olympic image and enhance brand value and goodwill. The objective is to strengthen and promote the Olympic brand, not only during the Olympic Games, but between Games as well. The IOC Global Licensing Strategy is divided into three core licensing programmes aimed at specific target groups: The Olympic Heritage Collection, The Olympic Collection and The Olympic Games Programme.

Also Read: ‘United by Emotion’: the Tokyo 2020 Games Motto

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