Mattel is set to launch its own publishing imprint in the U.S. and Canada in 2024, centered on its catalog of children’s and family franchises.
The imprint will complement screen content, support initiatives and create new stories based on Mattel brands such as Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, Monster High, Polly Pocket, Barney and more.
Releases will include print books, audio books, eBooks and digital content on Caribu, Mattel’s direct-to-consumer entertainment platform with a video-calling feature that allows users to read books, watch videos, draw and play games or engage in an interactive video call with friends and loved ones. Titles will complement programs from its licensing partners with formats such as board books, storybooks, leveled readers, middle-grade titles, activity titles, guidebooks and more.
Publishing has already been core to Mattel’s strategy and a key component of its franchise ecosystem. For example, it encourages fans to delve into the backstories of their favorite American Girl characters through novels and journals by American Girl Publishing.
“We have seen firsthand the immense value in providing fans of our franchises with multiple avenues to further engage with their favorite Mattel brands, characters, storylines and worlds,” said Josh Silverman, chief franchise officer and global head of consumer products at Mattel. “In launching our own publishing imprint, we simultaneously unlock limitless exploration for kids while continuing to realize the full value of our IP.”