Mattel brands are moving into new categories and audiences in a bid to reshape the way fans play.

Mattel is bringing and  expansive slate of brands and their diverse array of offerings to Brand Licensing Europe 2025.

Building on eight decades of cultural impact, Mattel brands are moving boldly into new categories, reaching new audiences and reshaping the way fans engage with play – on screen, in stores, in fashion, in food and in the digital world.

Mattel’s content slate is expanding to build on this momentum. A major motion picture, Masters of the Universe, is set for worldwide theatrical release on 5th June 2026. Another live-action film, Matchbox, is also now in post-production and is slated to hit the big screen in autumn 2026. Other films in development include: a live-action Hot Wheels film; the first-ever Barbie theatrical animation; a brand-new Monster High live-action movie and a Barney live-action feature. Finally, a Whac-A-Mole feature film is on the way from TriStar Pictures.

In TV, Mattel is releasing more hit animated series on platforms such as Netflix and Nickelodeon, reaching over 190 countries in more than 30 languages. Mattel Television continues to deliver high‑performing series with global distribution and strong consumer engagement. In doing so, Mattel is building an ecosystem by aligning content with fashion collaborations, toy innovation and live experiences. Expanding digital experiences on YouTube, Roblox and gaming platforms, meanwhile, are set to extend physical play to the virtual world.

Barbie continues to defy the standard toy lifecycle, connecting meaningfully to culture while nurturing brand love across generations. With 99% global brand awareness, a social footprint of over 23m followers and the most inclusive doll line on the market, Barbie’s influence spans content, fashion, digital experiences and real-world activations.

The future of Barbie is anchored in storytelling innovation, cultural connection and purposeful play. Fresh content for streaming and broadcast audiences will emphasise diversity and friendship, reflecting the brand’s inclusive ethos. Mobile-first experiences and interactive platforms designed for Gen Alpha will build on the success of the Barbie Dreamhouse Tycoon Roblox game and the Barbie Dreamhouse Adventures app, which have a combined 300m downloads. Launching in Amsterdam, Barbie: The Dream Experience will offer a new format of interactive storytelling, blending history, role-play and visual spectacle to create an all-ages destination. An extended careers publishing series will deep dive into Barbie’s expansive 250+ career history, spotlighting women in underrepresented fields such as film, engineering and space exploration, inspiring the next generation of leaders and innovators.

Hot Wheels is revving up to become an icon in both automotive and pop culture, thanks to live events such as the Hot Wheels Legends Tour, action sports events and amusement park attractions, as well as partnerships with the world’s hottest consumer brands. Benefitting from record-breaking consumer engagement, new storytelling platforms and unprecedented event expansion, the brand’s momentum is unmatched.