Hamsta World

Licensing Deals You Missed: Mattel, eOne

Mattel is celebrating two anniversaries with new partnerships, while Gigantosaurus and Hamsta World make moves in the UK and Benelux, respectively.
September 27, 2019


The iconic doll is expanding her closet. Mattel inked a number of licensing deals for the Barbie brand, including several fashion collaborations.

In Italy, designer Sergio Tacchini is launching a range of tennis clothing for women and girls inspired by Totally Hair Barbie. Casual wear and sportswear producer Original Marines by Filippo Larerza also inked a deal with Mattel, as did Patrizia Pepe (apparel, accessories for this fall) and Goldenpoint (hosiery, legwear for 2020).

In the UK, River Island is bowing a range (swimwear, pajamas, shirts, leggings, hoodies, accessories) featuring the Barbie logo, while Primark is building on its 2018 Barbie-inspired collection of homeware and nightwear with new apparel offerings. French lingerie company Undiz, meanwhile, is expanding its line with seven new products targeting girls and women ages 15 to 25.

The agreements come as Mattel continues to celebrate Barbie’s 60th anniversary with new content, events and consumer products.

Thomas & Friends

Mattel is on a roll with new agreements for Thomas & Friends. The train-centric brand is partnering with London-based retailer Harrods to launch activations and limited-edition merchandise in April 2020. Also next year, model railroad manufacturer Bachmann will launch scale recreations from the property across the UK and Ireland.

Additional deals timed with the brand’s upcoming 75th anniversary include Smiffys (dress-up), Danilo (greeting cards, wrapping paper, gift bags) and Pyramid International (posters, prints, canvases, accessories, stationery). Last year, Mattel signed a number of new broadcast partnerships for Thomas & Friends across Europe, including Cartoonito (Italy), Hop! (Israel) and Channel One (Russia).


Ahead of Brand Licensing Expo next week in London, eOne has locked in a number of new licensing deals for its brands. TOMY, Tefal, Star Editions, Signature PG and Merch by Amazon have all signed on to release new products for Peppa Pig and PJ Masks that will roll out in the fall. Looking to the holiday season, eOne has signed deals with Save the Children, Penguin and The Entertainer for new Peppa Pig Christmas licensing.


Gigantosaurus is ready to roar in the UK after Paris-based producer and distributor Cyber Group Studios tapped bRAND-WARD Services to manage the preschool show’s licensing program in the region. The 52 x 11-minute CGI comedy-action series airs on Disney around the world and is set to hit screens in the UK next year on the free-to-air channel Tiny Pop.

The appointment comes as Cyber Group continues to grow the property’s consumer products program. Previously inked licensing agreements include master toy licensee Jakks Pacific, Outright Games and Templar (publishing). bRAND-WARD is now signing partners for launch in late 2020 and early 2021.

Hamsta World

Amsterdam’s Happy Ink tapped WildBrain CPLG to represent its Hamsta World property (pictured) in Belgium, Luxembourg and the Netherlands. The licensing agency will focus on opportunities across toys and collectibles. Additionally, WildBrain Spark will work with the brand on a three-month pilot program that will see nine pieces of Hamsta content launch across the WildBrain Spark hub channels.

Earlier this week, DHX Media rebranded to WildBrain, renamed its YouTube business WildBrain Spark and reorganized its management and business structure. These changes follow hot on the heels of the company naming former Marvel Enterprises president and CEO Eric Ellenbogen as its new CEO.

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