Barbie Launches New Olympic Range Of Dolls
The IOC and toy manufacturing company Mattel have announced the launch of a new product collection to celebrate the Olympic Games Tokyo 2020.
Mattel’s collaboration with the IOC and Tokyo 2020 Organising Committee features a variety of new products across the company’s toy brands, Barbie, Hot Wheels and UNO.
The pair say that the new international product range, which will be available in the spring, highlights inclusivity and aims to inspire young girls, while the toys have been specifically created to feature each of the five new sports that will be added to the Olympic programme in Tokyo – baseball/softball, sport climbing, karate, skateboarding and surfing.
Timo Lumme, Managing Director, IOC Television and Marketing Services, said: “In line with our Global Licensing Strategy, this new international licensing collaboration with Mattel is a great way to engage with an important audience, our younger fans and their families, and through these high-quality products to connect them with the Olympic brand and values.”
Janet Hsu, Chief Franchise Officer, Mattel said: “Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages. The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition.”
The upcoming new releases are part of the IOC’s Global Licensing Strategy, which the governing body says aims to use merchandise to create a tangible connection to the Olympic Games, strengthening brand value by remaining relevant in the periods between Games, too.
