Mattel to launch BTS doll this summer
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Toy retailer Mattel has announced a comprehensive, worldwide licensing agreement with popular South Korean boy band BTS. The creative collaboration will debut the first-ever line of BTS fashion dolls this summer. Under a multi-category license with BTS under its label, Big Hit Entertainment, Mattel will create dolls, collectible figures, games, and more. The collaboration will launch with a toy line created to resemble the band’s seven members – RM, Jin, Suga, J-hope, Jimin, V and Jung Kook – styled after their looks from the YouTube record-breaking “Idol” music video.
“BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band,” said Mattel’s SVP & global brand GM Sejal Shah Miller.
“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”.
The BTS fashion dolls were unveiled at this week’s Hong Kong Toys & Games Fair.
Questions & Answers
Q.When is Mattel planning to release the BTS doll line?
When is Mattel planning to release the BTS doll line?
Mattel has announced that the first-ever line of BTS fashion dolls will debut this summer. The toys were unveiled at this week’s Hong Kong Toys & Games Fair, ahead of their launch.
Q.What types of products will Mattel create under this licensing agreement?
What types of products will Mattel create under this licensing agreement?
Under the multi-category license, Mattel will create a range of products including dolls, collectible figures, and games. The initial launch will feature a toy line designed to resemble the seven band members.
Q.Which specific BTS look will the initial doll line be based on?
Which specific BTS look will the initial doll line be based on?
The collaboration will launch with a toy line styled after the band’s looks from their YouTube record-breaking “Idol” music video. This design choice aims to capture an iconic moment for fans.
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