Mattel Expands EMEA Publishing Portfolio with New Launches Across Audio and Print Platforms
As Mattel, Inc. marks its 80th anniversary in 2025, the company has announced it is continuing to build on its legacy of creativity, innovation, and storytelling with a dynamic slate of new publishing partnerships – including a multi-title collaboration with Yoto, an expanded partnership with Tonies, and a newly announced partnership with TOKYOPOP to develop original manga-style graphic novels for Barbie™ and Hot Wheels®, debuting globally in 2026.
From immersive audio formats to original graphic novels, Mattel Publishing is deepening fan engagement and delivering fresh experiences across its world-class brand portfolio:
- American Girl® x Yoto (North America)
American Girl debuts on Yoto with WellieWishers: Whimsical Adventures, introducing heartwarming stories of friendship and curiosity for young listeners.
Listen on Yoto - Thomas & Friends™ x Yoto
A brand-new Thomas & Friends: All Engines Go title launches in April 2025, with additional releases planned later in the year. - Hot Wheels x Yoto
The first Hot Wheels Let’s Race title launched in March 2025, and it continues to be a fan favourite bringing high-octane stories to the growing audio fanbase.
- Thomas & Friends x Tonies
The third Thomas Tonie figure, All Engines Go, is now available for fans.
Explore on Tonies - Thomas & Friends x Faba (Italy, France, Spain)
Thomas: A Tutto Vapore, released in late 2024, continues to engage fans across Southern Europe.
More info - Barbie x Ravensburger (Germany)
Launching 1st July 2025, this expanded partnership with Ravensburger furthers Barbie to the world of puzzles and beyond, combining positivity and empowerment in one.
In one of the most exciting publishing announcements this year, Mattel and leading manga publisher TOKYOPOP have partnered to develop original manga-style graphic novels for middle-grade readers based on Barbie and Hot Wheels. Set to debut in print in 2026, these series will feature new stories and fresh visual styles inspired by manga culture.
“We’re excited to bring these beloved franchises to new audiences through dynamic manga-style storytelling,” said Ryan Ferguson, Global Head of Publishing at Mattel “Barbie and Hot Wheels are timeless brands that have always evolved —this partnership reflects that spirit.”
This milestone collaboration supports Mattel’s broader IP-driven strategy and builds on the 2024 launch of its own publishing imprint, Mattel Press, distributed by Simon & Schuster in US and Canada.
“Publishing is a powerful way to extend our characters and brands into new narratives enabling us to continue to connect with fans in new ways,” continued Ferguson. “As we celebrate Mattel’s 80th year, our mission remains the same: to empower generations to explore the wonder of childhood and reach their full potential through purposeful storytelling.”
Founded in a California garage in 1945 by Ruth and Elliot Handler and Harold “Matt” Matson, Mattel was born from a passion for design, engineering, and creative play. Eight decades later, that “garage spirit” still drives the company, inspiring breakthrough products and expanding its global entertainment offering—including in publishing, a growing pillar of Mattel’s IP-first strategy.
