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Mattel and Bandai join forces

Toycos Bandai and Mattel have announced plans to join forces to sell each other's toy lines in key territories and collaborate on the development of new products. As per the proposed global marketing alliance, starting in October, Mattel will distribute and...
August 1, 1999

Toycos Bandai and Mattel have announced plans to join forces to sell each other’s toy lines in key territories and collaborate on the development of new products. As per the proposed global marketing alliance, starting in October, Mattel will distribute and market Bandai toys (Power Rangers, Tamagotchi) in Latin America and on its e-com site, Mattel.com. The deal also permits Mattel to market select Bandai toys in the U.S. Also beginning in October, Bandai, in turn, will market and distribute Mattel products such as Barbie, Hot Wheels and Fisher Price toys in Japan. As part of the deal, which is expected to be finalized in September, Mattel and Bandai will exchange a 5% stake in each other’s company.

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