To cater to the "inner explorer in every child," famous toymaker Mattel said on Wednesday that it had reached a multi-year, global partnership with Elon Musk's SpaceX. The two companies will work together to develop a line of toys with astronaut and rocket themes.
The collaboration was made public on the 53rd anniversary of Apollo 11 landing on the Moon.
According to reports, the business will concurrently introduce space-themed collectibles on Mattel's Creations. This direct-to-consumer platform frequently offers higher-end, limited-edition toys and other products.
SpaceX Falcon Heavy Demo Mission
Mattel to Produce SpaceX-Inspired Toys For Children, Kids-At-Heart
Mattel, the business that popularized Barbie dolls and Hot Wheels, will start selling Elon Musk's SpaceX-inspired toys under its Matchbox brand. Matchbox is best known to generations of kids for its toy vehicles.
The toy manufacturer also intends to provide SpaceX on Mattel Creations, its online marketplace for collectors looking for limited-edition goods. The Starship rocket ship, which Elon Musk hopes to use to travel to Mars someday, and the Falcon 9 rocket and Dragon spacecraft, used to transport personnel to and from the International Space Station, are all produced by Space Exploration Technologies Corp.
"We take pride in our ability to create products and experiences that honor cultural moments and inspire humankind. As space exploration advances more quickly than ever before, we are thrilled to work with SpaceX and help spark limitless play patterns for the space explorer in every kid," said Nick Karamanos, Mattel's senior vice president of entertainment partnerships, in a news release (per Hypebeast).
The deal's financial details weren't made public, CNBC mentioned. Bloomberg, citing Mattel CEO Ynon Kreiz, said SpaceX deal was unexpected.
Not a First For Mattel to Make Space-Related Toys
This is not Mattel's first time into space travel, exploration, or even SpaceX missions, even though SpaceX had previously only licensed a model shop to make desktop copies of several of its spacecraft.
To inspire young women to pursue professions in engineering and aerospace, the toy firm sent two Barbie dolls to the International Space Station National Lab earlier this year. Space.com said Mattel produced Barbie dolls modeled by the actual astronauts and cosmonauts Sally Ride, Samantha Cristoforetti, Anna Kikina, and NASA mathematician Katherine Johnson.
The Jet Propulsion Laboratory and Mattel collaborated to create miniature versions of the NASA Curiosity and Perseverance Mars rovers under the Hot Wheels brand. The business also released Hot Wheels miniature replicas of Elon Musk's far-flung electric sports vehicle to commemorate the launch of a Tesla Roadster on the first mission of SpaceX's Falcon Heavy rocket.
About Mattel
Since its founding in 1945, Mattel Inc. has dominated the worldwide toy industry, producing everything from Hot Wheels Monster Trucks to Malibu Barbie. The corporation, with its headquarters in El Segundo, California, is estimated to be worth $7.96 billion.
CNN said Mattel owns or has licensed legendary brands in collaboration with major worldwide entertainment firms, including Fisher-Price, American Girl, Thomas & Friends, and many more.
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