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Consumer Products

Mattel and Crayola draw up new licensing partnership

Mattel has joined forces with arts and crafts giant Crayola in a multi-year global partnership that has launched two new Crayola-branded product lines for kids based on Mattel's Barbie and Hot Wheels properties and is set to debut a new Crayola app for the iPad later this year.
April 11, 2012

Mattel has joined forces with arts and crafts giant Crayola in a multi-year global partnership that has launched two new Crayola-branded product lines for kids based on Mattel’s Barbie and Hot Wheels properties and is set to debut a new Crayola app for the iPad later this year.

The Barbie and Hot Wheels lines are currently available in retail stores worldwide and feature art activities branded the Mess Free Color Wonder. They include markers and paint that only appear on special color paper and a line of giant coloring pages.

The new Crayola app set to launch is called the Crayola ColorStudio HD and iMarker and features an appcessorie that turns the iPad device into an interactive coloring book.

New Crayola/Mattel products are scheduled to launch throughout 2012 and will be distributed to the US, Canada, United Kingdom, Italy, Mexico, Latin America, Asia and Australia.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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