Mattel is jumping on the k-pop hype, partnering up with South Korean boy band BTS to create dolls, collectible figures and games, among others. Under a multi-category license with BTS under its label, Big Hit Entertainment, Mattel will launch the BTS-inspired toy line in the upcoming months.
The toy line will be created around the likenesses of the band's seven members and the dolls will be fashioned in the looks from the BTS' iconic "IDOL" music video. Mattel has created hashtags such as #BTSxMattel and #BTSDollsOfficial for fans to track the launch of the dolls. On its Facebook page, Mattel also told interested consumers and fans that the dolls will be sold at retailers globally and that the brand will update with details closer to the launch.
"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," Sejal Shah Miller, SVP & global brand GM for Mattel said.
"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," Miller added.
The Korean band also had made it to the cover of Time Magazine and became a worldwide sensation. The team of seven gained popularity over the past few years, collaborating with companies such as PUMA, Facebook and Coca-Cola.
Meanwhile, this is not the first of its kind as Mattel has previously created a Barbie doll line series inspired by global female role models. In March last year, the toy company introduced the dolls timed to International Women’s Day. The doll line series also contained educational information about the contributions each women made to society and their respective fields.
Last year, Coca-Cola also launched special edition cans dedicated to BTS members. According to pictures circulating online, there will be seven kinds of cans and bottles respectively representing each member.
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