Mattel, Inc. (Nasdaq: Mat), a leading worldwide company for toys and family entertainment, and Playmobil, the popular toy brand with German roots, today announce the next step of their global license partnership: Barbie becomes part of the Playmobil universe.
The announcement marks the next milestone in the cooperation between the two companies, according to the presentation of a Monster High® product line in May this year, which will be released in October 2025. With Barbie, the partnership is expanded and combines two of the best -known brands of the toy industry.
For over six decades, Barbie has embodied the magic of storytelling through imaginative puppet show. The world-planned publication of the Barbie X Playmobil collection in the summer of 2026 reinterprets the popular game system of the Barbie brand-in characteristic modular style and with the detailed game worlds from Playmobil. The backdrop is based on the popular Barbie Dreamhouse Adventures series and revolves around the relaxed beach lifestyle of Malibu. The collection encourages children to design their own adventures – by building, combining and re -playing everyday moments.
“Barbie is a cultural icon that is constantly evolving and inspiring,” says Bahri Kurter, board member of Playmobil. “The integration of the barbie brand into the Playmobil world builds on common values and represents the next step in our partnership with Mattel. Together we create new opportunities for narrative and character-based game that allows children to bring their ideas and imagination to life.”
“Our partnership with Playmobil offers an exciting way to expand the potential of our brands for new target groups. Your distinctive design makes Playmobil an ideal partner to create meaningful brand experiences that complement our nuclear lines,” says Ruth Henriquez, Head of Licensing, Publishing and LBE, Mattel EMEA.
The first published picture of the collection shows a barbie on roller skates that performs a dog. It gives an impression of the spirit of the collection, which focuses on everyday, happy moments, lightness and freedom to shape its own history.
Further details and products are announced in more detail on the launch.
About Mattel
Mattel is a worldwide leading toy and family entertainment company and owner of one of the most famous brand portfolio in the world. With our franchise brands such as Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends (TM), UNO®, Masters of the Universe®, Matchbox®, Monster High®, Mega® and Polly Pocket® and other popular brands that we have or licensing with global entertainment companies Consumers and fans. Our offer includes toys, content, consumer products, digital and live experiences. Our products are sold in cooperation with the world’s leading retail and e-commerce companies. Since it was founded in 1945, Mattel has been proud to be a reliable partner who enables generations to discover the miracle of childhood and exploit their full potential. Visit us at Mattel.com.
About Playmobil
Playmobil has been inspiring children and adults with their diverse themed worlds for over 50 years. The iconic, 7.5 cm Playmobil figures are the heart of the creative, multi -award -winning system toy – they invite children to slip into different roles, experience exciting adventures and shape their own world. Over 3.8 billion figures have been produced since the market launch in 1974. Today Playmobil is represented in around 100 countries worldwide with over 40 game topics.
Playmobil is a brand of the Horst Brandstätter Group based in Zirndorf near Nuremberg/Bavaria. The internationally active group of companies combines strong brands that stand for quality, innovation and design.