Mattel Promotes Sanjay Luthra to Executive VP and Managing Director for EMEA Region


Mr. Sanjay Luthra has been promoted to the position of Executive Vice President and Managing Director from his previous position of Senior Vice President and Managing Director. His experience in the toy sector spans two decades and the beginning of his journey with Mattel can be traced back to 2003. July 7, 2022 Mattel, Inc. […]

Mattel releases Chinese American Doll as American Girl to fight Anti-Asian sentiment


American Girl is joining hands with AAPI Youth Rising (AYR) which is a student-led nonprofit organization committed to bringing awareness about racism. January 18, 2022 In response to a surge in anti-Asian sentiment around the world, American Girl has created a Chinese American doll to teach young kids to stand against racism. Mattel has now […]

Smartivity Nominated for Global Toy of the Year Awards


Smartivity was also selected by Time Magazine as the Top 6 Toy Brands globally in 2020. The toy company has established a strong network of 1000+ retailers in India and has achieved an exponential 150 percent growth YOY from 2020 to 2021. December 27, 2021 Smartivity Labs has become the first Indian toy brand to […]

Mattel Expands #ThankYouHeroes Line by Introducing One-of-a-Kind Barbie Dolls

Barbie Dolls

The toy brand is honoring six women who are modern real-life heroes of the pandemic with their own one-of-a-kind Barbie doll made in their likeness. August 06, 2021 Mattel has announced that Barbie will donate USD 5 for each eligible Barbie doctor, nurse, and paramedic doll sold at Target to the First Responders Children’s Foundation […]

Mattel Creations Launches Reimagined Collectible Toy-Inspired Art with Launch of First-Ever Hot Wheels NFT Series


Through the Mattel Creations platform, Mattel brands can create limited-edition, specialty items that both celebrate and stretch Mattel’s intellectual property. July 09, 2021 Mattel, Inc. has announced that Mattel Creations, the company’s collaboration, and direct-to-consumer platform, is further evolving its toys as art collection to include a Non-Fungible Token (“NFT”) series from the super-charged Hot […]

Mattel PlayBack to Give Old Toys New Life


With the new takeback program, families can now send old toys back to Mattel, which will recover and reuse materials for use in future Mattel products. May 18, 2021 Mattel has launched Mattel PlayBack, a toy takeback program that will enable families to extend the life of their Mattel toys once they are finished playing […]

Mattel Toys launched UNO cards to honour frontline workers

Mattel UNO

The cards feature all the Mattel characters and are a part of its global ‘Thank You Heroes’ initiative. Mattel has partnered with GiveIndia, and a portion of the sales proceeds will reach its partner NGOs, which will then be used to provide essential supplies and resources for the frontline workers.  February 23, 2021 Mattel has […]

Fisher Price Completes 90 Years, Opens Virtual Toy Museum


The museum can be redirected to a virtual gift shop that sells limited-edition apparel, accessories, and housewares from Mattel’s e-commerce site. With the arrival of the holiday season, the iconic toy company is looking to offer its customers a seamless virtual experience that taps into nostalgia for its toys that have been favorites of many […]

Mattel and Sanrio fashion ties up for Barbie and Hello Kitty

Hello Kitty e1605090479609

The two iconic doll brands have collaborated to launch a range from early next year. November 11, 2020 Mattel has partnered with Sanrio to create a new association between the iconic doll brands – Barbie and Hello Kitty, marking their collaboration for the first time as the two have come together in the consumer products […]