Building its music catalogue, Mattel has appointed Warner Music Group as the exclusive distributor of the toyco’s catalogue of songs.
Under the exclusive multi-year agreement Warner’s arts music division will be the global distributor for more than 1,000 songs from the Barbie (pictured), Thomas & Friends, Hot Wheels, American Girl and Fisher Price brands. The music publisher will also launch hundreds of Mattel’s never-before-released tunes, and work with the toyco to create and distribute new children’s songs.
The first jams to come out of the deal is the upcoming Thomas & Friends birthday album, which launches May 8. Warner will work with its music distribution company ADA Worldwide for global distribution.
Mattel teamed up with Warner because the toyco is looking to leverage its existing music slate and expand with new titles, according to the companies’ press release. While Mattel brands have long had a few musical leanings, these new efforts come as consumption of children’s music has increased amid COVID-19, according to Rolling Stone and Billboard. On YouTube specifically, views on kids music is up 21%, market research firm Tubular Labs finds.
Mattel also isn’t only the toyco tuning into song right now. Announced earlier this week, LEGO is building an exclusive global partnership with Universal Music Group by developing a new line of products designed to encourage children’s love of music. Launching in 2021, the new “interactive play and safe social experiences” will support kids creative development, according to a press release from the companies. LEGO and Universal Music will unveil more details about the partnership later this year.