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Mattel unveils first third-party consumer products licensing partnership in China

Mattel and Silvergate Media announce new partnership for popular animated series Octonauts franchise – the first third-party brand consumer products program to be managed by Mattel in China.


Mattel will showcase this Octonauts partnership alongside other exciting new collaborations as part of its exhibition at the China Licensing Expo in Shanghai, from October 19-21.

Peter Broegger, Managing Director, Mattel Asia Pacific said,“We are very excited about taking our partnership with Silvergate to the next level. By managing the Octonauts toy line and consumer products in China, Mattel is truly consumer first.  This consumer focused lens helps us better deliver on this franchise’s value proposition – teaching and inspiring deep sea adventures and inviting children to become underwater adventure heroes.  Partnerships such as this one enable us to continuously inspire the wonder of childhood through innovative products and experiences for children in China.”

Ron Allen, SVP Commercial at Silvergate Media said, “Octonauts now has millions of fans in China, and we’re delighted Mattel will be our partner in taking the property to the next level. The Octonauts toy range is already a success in China, and this partnership will deliver a compelling merchandising programme, superb in-store execution, and strong marketing campaigns in one of our most important markets.”

Partnership underscores Mattel’s commitment to building powerful franchises

Mattel remains a top licensor of choice in China and Asia, with over 110 licensees and three years of double-digit growth, driven by its region-wide licensing network and innovative third-party licensing partnerships.


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