Mattel launches the games toy collection for Tokyo 2020

The IOC has announced the new license agreement - in conformity with the global licensing strategy - with Mattel Inc., one of the industrial giants with regards to the production of toys. The deal provides for the creation of a collection of toys, available in the spring. The keywords of the partnership between the American company and the IOC are inclusivity (always one of the objectives of the Olympic Games) and innovation. Innovation in the way of thinking about sport, innovation in the way of experiencing it, but also innovation of the disciplines that will be present between July and August in Japan. In fact, the collection recalls the 5 new sports that in 156 days will debut at an Olympiad: let's talk about baseball/softball, sport climbing, karate, skateboarding and surfing.

Timo Lumme, Managing Director of IOC Television and Marketing Services, underlines how the marketing operation is important on a global level "to engage with an important audience, our younger fans and their families".  Tradition and Olympic spirit, however, are the key points of the counterpart's response, entrusted to the CEO of Mattel Janet Hsu:

"Tokyo 2020 is a monumental event that brings the world together through sport and inspires fans of all ages. The Mattel Tokyo 2020 Collection honours these sports and inspires a new generation through the Olympic spirit and outstanding athletic tradition"

But how do you choose a collection of toys that has an international impact?
Mattel's answer to the IOC is very simple: you choose the most iconic toys ever. In fact, 3 different products were chosen for the collaboration: Barbie, Hot Wheels and UNO. It should be noted that it is not the first time that Mattel has linked himself to sports: maybe you remember the Barbie collection inspired by 17 female sport celebrities like Sara Gama and Chloe Kim.

Barbie Dolls Olympic Games Tokyo 2020

The first Barbie Dolls Olympic Games Tokyo 2020 will represent the 5 new sports present at the 32nd edition of the Olympics. Considered by Mattel Inc. as the most iconic toy ever, the Olympic version Barbies are the most valuable and universal pieces of the collection, perhaps the strongest tool to reach the female target.

Hot Wheels Olympic Games Tokyo 2020

The mini collection of Hot Wheels Olympic Games Tokyo 2020, on the other hand, represents a mix between tradition and innovation, between the solid foundations of the Games and the new entries of 2020. The sports celebrated through these products will be mainly athletics, gymnastics, swimming, basketball, beach volleyball, but also the new ones like baseball/softball, surfing, climbing and skateboarding. The special feature of this collection are the two Toyota cars, one of the major IOC partners for these Olympic Games: the first will be an Olympic10 Toyota Tundra and Toyota 2000 GT.

Miraitowa x UNO

The last component of the Mattel x Olympics project is ONE. The deal provides for the creation of a deck of UNO cards with the involvement of Miraitowa, the mascot of the Tokyo 2020 Olympic Games. The most iconic card game for the most iconic sports event. Inside the deck there will also be a new regulation, adapted for the occasion.

Mattel's Tokyo 2020 collection will be available in retailers all over the world, as well as obviously in the Mattel stores.