Edison, NJ  — Sakar International has signed a licensing deal with Mattel and will be thd the North American manufacturer for Power Wheels.

Starting this year, Sakar will lead the development, manufacturing and marketing of Power Wheels ride-ons, marking a new chapter for the brand. Kransco introduced the brand in 1984 and Mattel acquired it in 1994. Mattel introduced a model under the Harley-Davidson brand in 1999.

The agreement between Sakar International and Mattel builds on a relationship spanning more than 14 years across multiple categories.

While formally a licensing arrangement, this next phase reflects a strong partnership between the two companies, anchored by a shared long-term vision and retail focus. “The Power Wheels collaboration has been in development for about a year,” said Kelley Davison, Vice President of Licensing at Sakar International. “Throughout that time, our teams worked closely to align on product vision, category strategy, and execution. This partnership reflects the mutual trust between our organizations and our shared commitment to delivering innovation at scale.”

“Power Wheels has always been about creating memorable first experiences that spark creativity and imagination,” said Meredith Norrie, Vice President and Head of Consumer Products, Mattel.

The initial products under Safar are scheduled to debut at retail this fall.