As Mattel marks its 80th anniversary in 2025, the company continues 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.
“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”
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.
Ryan Ferguson, global head of publishing at Mattel, said: “We’re excited to bring these beloved franchises to new audiences through dynamic manga-style storytelling. 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.
Ferguson added: “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. 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.”
