Mattel Announces Official BTS Collaboration
First Barbie, now BTS. The K-pop band will be collaborating with Mattel on an official doll collection, as the toy manufacturer confirmed on Sunday (Jan. 6).
“Mattel, @bts_bighit & @BigHitEnt are bringing #BTSDollsOfficial to millions around the world! Follow us for #BTSxMattel updates. #BTS," Mattel's official account tweeted.
The collaboration was revealed at the Hong Kong Toys & Games Fair on Sunday, where Mattel announced a comprehensive, worldwide licensing agreement with BTS under its company Big Hit Entertainment.
A press release states that a toy line inspired by the Korean act will launch this summer, featuring the seven members of the group wearing looks seen in their music video for last year’s “Idol.” The Nicki Minaj-featuring version of the Love Yourself: Answer single peaked at No. 11 on the Hot 100 last year.
"BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band," said Sejal Shah Miller, svp & global brand gm for Mattel. "Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS."
Following the news, Mattel’s stock price jumped on Monday. At the time of publication, Bloomberg reported that Mattel closed on the NASDAQ at 10.41 on Friday, Jan. 4, and currently sits at 11.27, with a 8.26% increase.