Mattel Licensing Conference

All major novelties and new projects of Mattel portfolio introduced at last Conference, held in Milan on November 17th.

Mattel Italy’s Licensing Conference is an annual meeting open to all licensees and focused on new Mattel brands projects.

Following the opening speeches of Filippo Agnello, CEO Mattel Italy and VP & Country Manager Mattel South Europe, and Eleonora Schiavoni, Managing Director of Victoria Licensing & Marketing, the event was characterized by brands presentations, from the preschool offer (Fisher Price, Thomas & Friends, Fireman Sam and Bob the Builder), which confirms to be a healthy segment, rich in innovation and novelties. Barbie, an indisputable leading property in the world of toy, confirmed its growing results for the 2017 and the projects and initiatives will expand its already rich and highy quality products in 2018.

The event was also the occasion of the brand new Mattel property: the very successful Enchantimals. A feminine brand that deals with friendship and the special bond created between the girls and their favorite pets.

Good news for another great brand: Hot Wheels. The brand is aimed at all those children who love speed, breathtaking challenges and four wheeler competitions. It continues to be the leading male brand in the market. Next year will be an absolutely sensational year for Hot Wheels in terms of visibility thanks to the celebrations of its 50th anniversary.

At the end of the marketing presentations, Mattel Italy licensing team awarded the licensees who split in 2017, featuring engaging products. They are:

BEST SOFT LINES LICENSEE: ORIGINAL MARINES

for having implemented in more than 500 outlets the “Barbie Dresses Like You!” project, alongside a beautiful collection of Barbie clothing for the little girl and a dedicated and exclusive promotion and an integrated communication plan

BEST HARD LINES LICENSEE: GRANDI GIOCHI

for the constant and increasingly fruitful focus on Mattel Brands, for the development of new product lines, for their mass distribution and for their 360° marketing support

PRODUCT OF THE YEAR: FLY

for the development of a wide assortment of footwear, which declare fashion trends, attention to details and material varieties in Barbie style

BEST PUBLISHING LICENSEE: PANINI

for the dedication in making Fireman Sam magazine more and more interesting since last year, which has proven to be a true media, representing the voice of the brand in Italy and conveying the programs of other licensees

LICENSEE OF THE YEAR 2017: GRANDI GIOCHI

for the constant investment in the portfolio development of every brand in the same year, not only through the direct development of products but also by the massive distribution of Italian product lines made by foreign licensees on the Italian market.