Mattel Boards Karma’s World

Mattel has aligned with 9 Story Media Group and Karma’s World Entertainment in a multiyear global licensing deal for the new series Karma’s World.

The new CG animated series, created by Chris “Ludacris” Bridges, is set to premiere on Netflix later this year. Mattel has the global licensing rights to develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more. The collection is expected to launch at retailers starting in fall 2022.

“At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” said Nick Karamanos, senior VP of entertainment partnerships at Mattel. “We were inspired by Karma’s story and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”

“We are thrilled to announce Mattel as our global toy partner for Karma’s World,” said Kyra Halperin, co-VP of consumer products at 9 Story. “We’ve been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know they will develop an unrivaled program that will be loved by kids around the world.”

“Karma’s World is an important legacy that I want to leave for my daughters,” said Bridges. “The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”