Mattel announces global licensing deal with BTS

Creative Collaboration to Debut First-Ever Line of BTS Fashion Dolls Launching in Summer 2019

Mattel, Inc. has announced a comprehensive, worldwide licensing agreement with BTS (acronym for Bangtan Sonyeondan or “Beyond the Scene”), the seven-member South Korean boy band taking the world by storm. The announcement comes at the Hong Kong Toys & Games Fair.

Under this multi-category license with BTS under its label, Big Hit Entertainment, Mattel will create dolls, collectible figures, games, and more. In the wake of sold out tours across the globe, the collaboration launches this summer with a first-ever BTS-inspired toy line created around the likenesses of the band’s seven members: RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. The dolls will be fashioned in the looks from the BTS’ iconic and YouTube record-breaking “IDOL” music video.

“BTS is a pop-culture music phenomenon that transcends age, culture and language, and through this partnership, Mattel will offer a new way for millions across the world to engage with the band,” states Sejal Shah Miller, SVP & Global Brand GM for Mattel. “Partnering with established franchises that have global appeal is a cornerstone of our strategy and given our creative expertise, we are perfectly suited to create products celebrating BTS.”

BTS gains recognition from their authentic, self-produced music. From their top-notch performances to the way they interact with their fans, BTS has become a global phenomenon since they debuted in June 2013. They have mobilized millions of fans across the world (named ARMY), topped prominent music charts, sold out worldwide tours and have been recognized with prestigious awards like the Billboard Music Awards.

Author: Buddy Iahn

Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites.

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