Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom

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  "signal_type": "news",
  "signal_subtype": "partners_with",
  "detected_at": "2026-09-15T16:00:00+00:00",
  "company": {
    "name": "Mattel",
    "domain": "mattel.com"
  },
  "data": {
    "url": "https://www.adweek.com/brand-marketing/mattel-partners-with-bluey-as-it-shifts-from-toy-maker-to-building-fandom/",
    "title": "Mattel Partners With Bluey as It Shifts From Toy Maker to Building Fandom - ADWEEK",
    "excerpt": "Mattel will bring hit animated series Bluey to five of its biggest brands as part of a multi-year global licensing partnership with BBC Studios. The deal is part of a broader shift from Mattel to evolve from a toy maker selling individual products to a play and entertainment company that uses IP to build lifelong fans. Bluey characters will appear across Fisher-Price’s Little People figures and playsets, Barbie dolls and accessories, Polly Pocket compact playsets, Hot Wheels vehicles, and UNO card games. Roberto Stanichi, president, chief marketing and brand officer at Mattel, announced the partnership on stage at ADWEEK’s Brandweek. He said the deal reflects Mattel’s brand pillars of putting fans at the center and building a franchise ecosystem that spans toys, entertainment, and live and digital experiences. “It’s really about the emotional connection that we believe we can drive as part of that flywheel in that ecosystem,” Stanichi said. “One of the things that we love about Bluey is the fact that Bluey is unique in terms of dealing with emotional intelligence and thematics that are very critical for discussions around childhood today.” Created by Joe Brumm and produced by Ludo Studio, BBC Studios’ Emmy-winning series Bluey follows a blue heeler dog who lives with her mum, dad, and little sister Bingo. “Bluey has resonated with families around the world because it...",
    "summary": "Mattel has entered into a multi-year global licensing partnership with BBC Studios to feature characters from the animated series 'Bluey' across five of its major brands, including Fisher-Price, Barbie, Polly Pocket, Hot Wheels, and UNO.",
    "planning": true,
    "image_url": "https://static-www.adweek.com/wp-content/uploads/2026/09/MattelBluey.png?w=600&h=315&crop=1",
    "confidence": 0.9,
    "published_at": "2026-09-15T16:00:00Z",
    "article_sentence": "Mattel will bring hit animated series Bluey to five of its biggest brands as part of a multi-year global licensing partnership with BBC Studios.",
    "related_company_name": "BBC Studios",
    "related_company_domain": "bbcstudios.com"
  }
}

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