Mattel, Inc. announced on Wednesday that it has entered into a multi-year, global agreement with SpaceX to create a series of toys themed around rockets and astronauts “to serve the inner explorer of every child».
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It's not just aimed at younger age groups, but also at collectors. The company said it will release space-inspired collectibles on Mattel's Creations, a direct-to-consumer platform that often offers limited-edition , higher-quality toys and other items .
Mattel Inc (MAT). founded in 1945, has been the leading global manufacturer of popular children's toys from Malibu Barbie to Hot Wheels Monster Trucks. Headquartered in El Segundo, California, the company is valued at approximately $7.96 billion.
Mattel can boast a range of iconic brands, including Fisher-Price, American Girl, Thomas & Friends as well as other intellectual properties they own or license in partnership with global entertainment companies.
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However, the alliance with Elon Musk's aerospace company is probably something consumers did not expect.
“As space exploration advances faster than ever, we are excited to partner with SpaceX and help create limitless play patterns for the space explorer in every child,” said Nick Karamanos, SVP of Entertainment Partnerships at Mattel.
This isn't the first time the company has made products aimed at children's dreams of space travel . The tactic actually dates back to 1965 with the release of "Barbie Miss Astronaut."
SpaceX said it shares a similar goal in this new collaborative venture.
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«We look forward to working with Mattel to inspire the next generation of explorers and space enthusiasts» said the vice president of SpaceX, Brian Bjelde.
The toy line is set to be released in 2023 under Mattel's Matchbox brand.
Source of information: edition.cnn.com
