Addo Play Ltd (part of TEAL Group Holdings) is excited to announce a brand-new Licensing partnership between global toy manufacturing and entertainment company Mattel, and award-winning, outstanding value, everyday toy brand, Addo.
Roll out will begin in AW22 across EMEA with a new licensed craft compound range called “Barbie™ Bobble It”. Further licensed product introductions will include Hot Wheels™, Fisher Price™ and Thomas & Friends™ compound/art and crafts ranges launching from 2023.
Addo is Addo Play’s world-leading everyday toy brand that also offers a selection of the hottest, most dynamic, fun, collectable and innovative on-trend licenses suitable for children and all the family. Their existing licensed toy ranges are based on some of the biggest, most well-known animated children’s television series and children’s YouTube channels, as well as collectable and fashionable characters that have universal appeal around the globe.
Mattel is home to some of the world’s most well-known and beloved brands, including Barbie™, Fisher-Price™, Hot Wheels™, American Girl™, Thomas & Friends™, UNO™ and MEGA™. As the number 1 global toy property*, Barbie™ sells over 90 million units a year in over 150 countries across the world.
Offering signature colours and in-style trends and themes, the new “Barbie™ Bobble It!” extends Addo’s compound/arts and crafts product portfolio. The air-drying foam compound can be stretched and moulded into stylish 2D and 3D models. “Barbie™ Bobble It!” is mess-free and a great DIY activity encouraging creativity in a fun and imaginative way with friends and family.
Ruth Henriquez, Director & Head of Consumer Products EMEA says “We are delighted to be partnering with Addo Play to launch this new compound range as we expand our brands into the arts and crafts category in the UK and across Europe”.
Mary Price and David Martin, Co-Founders and CEOs of Addo Play Ltd. say “We are thrilled to be joining forces with Mattel on the Top Global Toy Property*, Barbie™. The launch of the craft range “Barbie™ Bobble It!” is incredibly exciting. Parents and children value creative play, and the talented team at Addo Play can’t wait to inspire the limitless potential in every child. This is just the start of what we really hope will be a fabulous, long-term collaboration across Mattel’s wonderful portfolio of brands”.
*Source: The NPD Group/Retail Tracking Service/G12/JAN 2020 – DEC 2021/Total Toys/Projected USD
About Addo Play Ltd
Established in 2015, Addo Play are global experts in product sourcing and product development who create outstanding toys, through intelligent, caring and safe design. A young, dynamic British toy company where children are at the heart of everything they do, Addo Plays’ vision is all about inspiring play every day.
Within its brand portfolio, Addo Play has two complementary, award-winning toy brands each with distinct personalities. Addo, offers outstanding value, everyday toys; and globally renowned Early Learning Centre, the world-class preschool brand that encourages learning through play. Addo Play is part of TEAL Group Holdings and is sold exclusively within The Entertainer group. Globally, Addo Play also sells in over 50 countries around the world and can be found in over 5,000 stores worldwide.
Addo is an award-winning British toy brand inspiring hundreds of ways to play every day. As a genuine value alternative to brand leaders, Addo offers key products and ranges in multiple categories such as Preschool, Dolls, Soft Toys, Outdoor, Role Play, Arts and Crafts, Science, Games and Vehicles as well as having a range of on-trend global licenses.
About TEAL Group Holdings
TEAL Group Holdings is the company that owns The Entertainer, The Early Learning Centre, ADDO PLAY LTD, Poly (Spain) and a 50% JV of Leisure stores and John G Cassar in Malta. Its main activity is to set the strategic direction for the Group and oversee the growth and development of all of the group companies, as well being the interface between the Grant Family and the Operating Company Boards.
Mattel is a leading global toy company and owner of one of the strongest catalogues of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential.
Pete Fuller, UK and International Marketing Manager for Addo Play
Sarah Allen, PR Manager for Mattel