Los Angeles Business Journal

Mattel to Expand Licensing Deals

By Deborah Crowe Tuesday, June 18, 2013

Mattel Inc. on Tuesday announced a series of new or extended licensing agreements for properties it either owns or licenses, including Thomas the Train to Monster Jam.

At the International Licensing Expo in Los Vegas, Mattel announced several new toy and consumer licensing partners for the animated characters it acquired in 2012 with the purchase of Hit. Most of the products will be available in time for the holiday selling season, the El Segundo toymaker said.

Thomas & Friends products for preschoolers will include Dynacraft bicycles and scooters, InnoVision headgear with UV protection, ornaments and seasonal décor, toothbrushes, and socks.

Another Hit character, Mike the Knight, will have a variety of new branded products, including Disguise-brand Halloween costumes, Publications International soundbooks, VTech interactive games and e-books, and Ravensburger puzzles.

In a separate announcement, Mattel and Feld Entertainment said they extended for another five years their licensing agreement for Mattel to make Hot Wheels cars, accessories and play sets based on Feld’s Monster Jam franchise.

Mattel shares closed up 59 cents, or 1 percent, to $45.05 on the Nasdaq.