Mattel is home to some of the world’s most trusted and recognised intellectual property, with brands including Barbie, Hot Wheels, UNO and Thomas and Friends deeply embedded in culture and connecting with audiences across generations. Our consumer products approach focuses on unlocking the full potential of that IP through partnerships that bring our brands to life across everyday touchpoints, drive relevance and demand at retail.
Our brands start with great toys, but they do not stop there. They are built as franchises, with storytelling, experiences and products working together to strengthen consumer connection. By taking a holistic view of how fans engage with Mattel brands, we create opportunities across products, content, experiences and retail environments.
The ambition is simple: if you love a Mattel brand, you should be able to experience it throughout your day, from what you wear and use at home to how you play and socialise. Looking ahead to 2026, this integrated approach continues to shape how we build scale and long-term value across categories.
Barbie
Barbie remains one of the most powerful and culturally resonant brands in the world, with momentum across experiences, publishing, gaming and retail. In Australia, the Barbie Café at Chadstone has brought the brand to life through an immersive food and fashion-led experience. Globally, Barbie continues to expand across publishing, digital and entertainment initiatives that extend the brand beyond toys and support strong consumer products performance. Locally, the brand maintains strong momentum across apparel and accessories, supported by major retail partners and sustained demand across categories.
Hot Wheels
Off the back of eight years of growth, Hot Wheels continues to accelerate beyond toys, resonating strongly with both kids and adult fans. That emotional connection is driving expansion across apparel, gifting and lifestyle products, supported by collaborations across mass and premium retail. Apparel momentum continues through global partnerships and strong local execution. On screen, Hot Wheels Let’s Race on Netflix is in its third season, reinforcing the brand’s relevance and setting up further content-led opportunities in 2026.
UNO
UNO continues to evolve with culture by leaning into what it has always done best: bringing people together. As the world’s number one card game, UNO is extending beyond the games cupboard through UNO Social Clubs, real-world social play experiences designed to turn a familiar game night into a night out. By transforming hospitality venues into immersive UNO environments, the concept creates new occasions to engage with the brand. Launched in the US and UK and now localised for Australia, UNO Social Clubs extend UNO into experiences while opening the door to broader consumer products and lifestyle touchpoints.
Masters of the Universe
Masters of the Universe enters an exciting new chapter in 2026 with a live-action theatrical release landing in Australia in June. The film brings renewed energy to a franchise that has shaped pop culture for decades, supported by an all-new toy line and strong potential across consumer products.
Thomas and Friends and Pingu
Thomas and Friends will return with an updated look in 2026 that reconnects the brand to its core DNA, supported by refreshed toys and expanded opportunities across publishing, apparel and home.
Pingu also continues to gain traction across Australia, New Zealand and internationally, with strong Gen Z awareness and growing momentum across retail and pop culture, setting up further growth next year.
At Mattel, we love to work closely with partners to build strong, relevant brand extensions for consumers. The ATA Toy Fair is a chance to come together, share and explore how our brands can come to life across categories, channels and experiences.
We look forward to connecting and continuing the conversation! For more information, contact the Mattel Consumer Products Team or Louise Elkington.
This article also appeared in Edition 53 of The Bugg Report Magazine
