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The Joy Factory: How Mattel Keeps Its Enduring Brands Present in Pop Culture

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Call it the joy factory. Mattel brands have never been more present in pop culture as the pioneering toymaker celebrates its 80th anniversary.
The article from Variety discusses Mattel's celebration of its 80th anniversary by leveraging its iconic brands like Barbie, Hot Wheels, and Fisher-Price to expand into pop culture. Mattel is not only focusing on toys but is also venturing into movies, TV shows, and digital content to engage with fans across different generations. Key highlights include the success of the "Barbie" movie, which has grossed over $1.4 billion worldwide, and plans for a "Hot Wheels" film. Additionally, Mattel is exploring new avenues like theme parks, video games, and even a "Barbie Dreamhouse Challenge" on HGTV. The company aims to create a "Mattelverse," a shared universe for its brands, to foster a deeper connection with consumers through storytelling and immersive experiences. This strategy reflects Mattel's ambition to become a major player in entertainment, using its established IPs to drive cultural relevance and consumer engagement.

Read the Full Variety Article at:
[ https://variety.com/2025/biz/news/mattel-brands-pop-culture-80-anniversary-1236328516/ ]