28 ABR 2021

MATTEL PARTNERS WITH 9 STORY FOR “KARMA’S WORLD” GLOBAL LICENSING DEAL

The deal includes the development of a toy collection based on the show, expected to launch at retail stores around the world in Fall of next year. The deal was brokered by 9 Story’s dedicated brand management and consumer products division. 

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Mattel, Inc.  is collaborating with 9 Story Media Group Inc. and Karma’s World Entertainment for a multi-year global licensing deal related to the new CG animated series "Karma’s World."  “We are thrilled to announce Mattel as our global toy partner for Karma’s World,” said Kyra Halperin, Co-VP Consumer Products, 9 Story. “We’ve been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know they will develop an unrivaled program that will be loved by kids around the world.”

The new series, created by multi-award-winning American rapper, actor, producer, entrepreneur, and philanthropist Chris ‘Ludacris’ Bridges, is set to premier on Netflix later this year. Mattel has acquired global licensing rights to develop a line of toys for the franchise, including dolls and doll accessories, styling heads, role play, plush and more. The collection is expected to launch at retailers across the globe beginning fall 2022.

Targeted at children 6-9, Karma’s World is a coming of age story about a young Black girl using her identity to change the world. The deal was brokered by 9 Story’s dedicated brand management and consumer products division. “At Mattel, our purpose is to empower the next generation to explore the wonder of childhood and reach their full potential and we take great pride in creating a portfolio of toys that reflects the world kids see around them,” said Nick Karamanos, Senior Vice President, Entertainment Partnerships, Mattel. “We were inspired by Karma’s story and message of self-empowerment, and look forward to introducing a line of toys that will bring her world to life for children across the globe.”

Karma’s World was originally inspired by Chris’ oldest daughter. Every episode is infused with hip-hop music, streetwear fashion, and original choreography. “Karma’s World is an important legacy that I want to leave for my daughters,” said Bridges. “The world needs more positive portrayals of Black girls in pop culture. Mattel has really gotten behind Karma’s messages of empowerment, self-expression, and using your voice to change the world, and I’m so excited for the impressive line they are developing to be available to kids everywhere.”

We are thrilled to announce Mattel as our global toy partner for Karma’s World. We’ve been blown away by their passion for the brand and creativity in translating it to a range of must-have toys for fans of the series. With Mattel’s global reach for this age demographic and expertise in the doll space, we know they will develop an unrivaled program that will be loved by kids around the world.” Kyra Halperin Co-VP Consumer Products, 9 Story