Mattel will now be the exclusive toy maker for Jurassic Park and World action figures. This is following yesterday’s news that Hasbro was unable to come to a new agreement with Universal Pictures for the Jurassic toy line. Hasbro has been the license holder for Jurassic Park since the first films toys hit shelves in 1992. Read the press release below!
EL SEGUNDO, Calif., July 19, 2016 /PRNewswire/ — Building on an ever-expanding list of strategic collaborations with many of the world’s best-known entertainment companies, Mattel, Inc. (NASDAQ: MAT) today announced that it has been awarded worldwide master toy licensee for Jurassic World beginning in July 2017. Under the terms of the deal, Mattel will design, produce and bring to market a wide variety of toys and consumer products inspired by the franchise and its multiple feature films, including the highly-anticipated next film, set for release in 2018.
“We are honored that NBCUniversal chose Mattel to help bring the Jurassic World brand to life, and we look forward to developing multiple new lines of innovative, engaging toys and products,” said Chris Sinclair, Mattel’s Chairman and CEO. “Spanning three decades of sustained worldwide popularity, few entertainment properties have so successfully captured the collective imagination of millions of fans around the world, and we are delighted to be a part of this truly evergreen franchise.”
Mattel’s license rights include a wide variety of products, including (but not limited to) action figures, play-sets, vehicles, games, plush, role-play, preschool, and activity toys. Mattel and NBCUniversal will begin to design and develop new lines immediately, with initial products hitting shelves in early 2018.
“We are looking forward to collaborating with Mattel and broadening Jurassic World products worldwide. The appetite for the franchise globally is stronger than ever with consumers wanting more. Mattel’s global support, creativity and category approach to expand our franchise makes them the best choice to partner with for this brand, bringing innovation, technology and a host of new ways to play,” said Vince Klaseus, President, NBCUniversal Brand Development. “Jurassic World is more than awe-inspiring blockbuster films, it’s a brand that has been reaching consumers for more than twenty years on everything from video games, toys and apparel, to theme park attractions and live events. Our focus for the franchise is to continue to collaborate with best-in-class partners as we build and expand this iconic property into a mega-brand across our Universal platforms.”
This is uncharted territory for the Jurassic toy line. Hasbro has always owned the license, and Jurassic World 2 (w/t Ancient Futures) will be the first film without Hasbro toys. While the 2015 Jurassic World toys were a let down in quality and style, it’s uncertain if this new partnership will see the improvements the fans want.
In my opinion, Mattel is a mixed bag of quality. Their DC toys look straight out of the 90’s, which may have a nostalgic appeal for some, but aren’t up to Hasbro outputs with most. However, their latest 6″ Ghostbusters series is pretty great – it’s comparable to thenStar Wars Black Series, but not quite as good in quality. My hope is that Mattel looks at Hasbro and Kenners past Jurassic Park offerings that fans enjoyed, and crafts a line that sits next to them comfortably without a notable change in style.
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