Mattel to launch BTS doll this summer

1 min readUpdated Jan 8, 2019Jan 9, 20191:30 AM

In this article (4)

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.

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What this means

Mattel's aggressive move into K-Pop merchandise, using the global phenomenon of BTS, is a shrewd commercial play. This directly challenges rivals in the collectibles space, particularly those targeting Asian youth markets, much like Lego's recent flagship opening in Seoul. The high brand recognition of BTS offers Mattel a pre-qualified audience, mitigating the typical risks of new product launches. The company’s strategy aligns with its established practice of partnering with global franchises, as evidenced by its existing diverse product lines. We expect this collaboration to generate significant sales momentum, especially given the band's immense popularity across Asia. Watch for the initial sales figures of the BTS fashion dolls upon their summer debut.

Maria Santos · Retail News Asia newsroom

Questions & Answers

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.

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.

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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